Trident Layers Gum
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Translation of Trends to Innovation Platforms
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Incremental Insight Exploration and Development
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Rapid Concept Prototyping and Design
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Concept Optimization with Customers
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Strategic Future Pipeline Building
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Developed rapid prototyping tech-consumer connection tool with R&D departments at Cadbury Adams to uncover consumer insights and translate them into winning products
The challenge
Cadbury Adams wanted to create much-needed news and sales growth in the gum and mints category through their powerhouse brand Trident.
Our approach
The team sought to leverage a newly created layering technology to shake things up. The initial concept was drafted to create increasingly intense flavors, but through consumer optimization, evolved into a combination of complementary and contrasting flavors that changed the gum experience and category for the better.
The Result
When Trident Layers were launched, it changed the chewing-gum category forever and became a new standard in an old category.