The on-pack promotion will give shoppers the chance to win one of 13,000 tickets to an exclusive Beyoncé concert at The O2 Arena on Nov
It will be advertised using outdoor, print and digital ads, PR activity, radio slots and in-store POS.
Trade communications manager Kate Harding said: "With this unique promotion, Trident will drive fun and growth back into the gum category.
"Beyoncé is one of the biggest music stars on the planet and the
event will deliver more moments of pleasure for 13,000 lucky Trident and Beyoncé fans."