DJ Steve Aoki and Duran Duran Unfold Music History at Trident’s See What Unfolds Live
NEW YORK, June 21, 2012 /PRNewswire/ — History was made last night at Terminal 5 in New York City, when Trident Gum, the brand known for sparking fun into everyday life, turned an average Wednesday night on its head with its “See What Unfolds Live” event.
Approximately 3,000 lucky fans were treated to an evening of unexpected surprises thanks to world renowned DJ Steve Aoki, who hosted an unforgettable performance that included an appearance by legendary pop superstars Duran Duran. The defining moment of the night was a Steve Aoki produced remixed performance of the band’s classic hit, Hungry Like The Wolf, aptly named, “Hungry Like The Wolf: Steve Aoki vs. Duran Duran – The New York Werewolf Mix” that brought the house down. The remix was the joint vision of electronic dance music master DJ Steve Aoki, and Duran Duran, who collaborated for weeks on the reinvention of the song.
“As a brand, Trident has enjoyed many milestones throughout its history and tonight was another first for us,”‘ said Stephanie Wilkes, Vice President, Confections, Kraft Foods. “See What Unfolds Live allowed us to bring our personality as the brand known for liberating fun to life through the lens of Electronic Dance Music, a passion point for our enthusiasts, and the talents of DJ Steve Aoki. The surprise of Duran Duran was the spark that made the night truly unforgettable.”
Hungry Like The Wolf: Steve Aoki v.s Duran Duran – The New York Werewolf Mix is available for free download on Trident‘s Facebook page (facebook.com/TridentGum) to concertgoers with a special code and the general public – up to 30,000 downloads. An official video of the collaboration, complete with live footage from the performance set to the studio track, will premiere on Vevo.com on June 29.
“We could not pass up the opportunity to work with Steve Aoki on a remix of one of our songs. It’s always really exciting to collaborate with someone whose work you admire, especially when what you are creating together is something that ultimately you’re going to perform live. Unlike so many remixes, where a DJ takes just a few elements from the original to create a new track, the challenge for Steve and all of us was to come up with something that every member of the band was well represented on, and that could be performed live on stage for the fans,” said Simon LeBon, lead singer Duran Duran. “This event is the beginning of a really exciting summer for us including tours in both the States and Europe, where we end up with a concert back home in Hyde Park for the opening of the Summer Games.”
Trident will also be helping consumers “say yes to fun” all summer long beginning with a music video competition on Genero.tv. Directors from the Genero.tv network can get in on the fun by downloading the remix along with video assets from the show to create their own video rendition of Hungry Like The Wolf: Steve Aoki vs. Duran Duran – The New York Werewolf Mix. Trident fans will have the opportunity to view and vote on their favorites – winners will debut on July 27. In the interim, the Trident See What Unfolds Live road show will make stops across the country, liberating fun in major markets from Boston to LA and Seattle to Miami.
“I am always looking for new projects and opportunities that allow me to push my limits and surprise my fans- the chance to remix Hungry Like The Wolf has been a lot of fun and Duran Duran and Trident have been great partners,” said DJ Steve Aoki. “Hungry Like The Wolf is such a classic hit, I was thrilled to remix it and now we’re handing it to the fans to bring it to the next level with the video competition. I can’t wait to see how it turns out!”
Photos and b-roll available upon request. For more information, to learn how to download the remix, or to see if the Trident See What Unfolds Live road show will be coming to your city, go to Facebook.com/TridentGum.
About Trident® Sugar-Free Gum
Trident gum has long been a pioneer in providing oral health benefits to consumers. Trident was the first gum brand of its kind to undergo extensive long-term clinical testing in 1967 with studies showing that people who chewed Trident experienced significantly fewer cavities. Trident recently launched a new marketing campaign, the tone of which delivers against Trident‘s brand purpose of “liberating fun” and is designed to facilitate an emotional bond with consumers. Understanding that a piece of Trident “sparks that fun” is at the core of the campaign’s new messaging. Trident is that tiny spark that motivates you to say yes to life’s fun experiences.
About Kraft Foods
Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company’s iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident - generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed before the end of 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor’s 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.
Visit kraftfoodscompany.com and facebook.com/kraftfoodscorporate.