To underscore the message that “Trident chewing gum keeps you focused on the important things in life” they partnered with an apparel company that created a line of clothing that shields radio frequencies from your electronic devices. The idea being that if you aren’t looking at your phone, ipad, etc you will be more focused. What does this have to do with gum? I’m not sure.
Really genius? Or really … uh … confusing?
You decide. 😉