TRIDENT XTRA CARE >>

CHALLENGE
Cadbury Adams turned to us to 1) help develop the area of Oral Care by creating sound insights that were easily understood and could be applied in our innovation process 2) create new product concepts around the developed insights and 3) take the top testing concepts closer to commercialization, refining and spawning new concepts post session.

SOLUTION
Marco Polo uncovered a series of platforms and Ex-ops in the gum category to help develop and build the intriguing area of Oral Care including ‘Help Me Win’, ‘Systematize’ and ‘Defy’. To help Cadbury Adams capitalize on the opportunity areas we developed numerous Consumer Voice Statements or insights which guided our innovation process. The outcome was Trident Xtra Care, a gum that actually strengthens tooth enamel and leaves teeth more resistant to plaque acids after chewing.

• HOW WE DID IT
• Ex-Ops
• Big Idea Process
• Consumer Gauntlet