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Trident Layers Gum

  • Translation of Trends to Innovation Platforms

  • Incremental Insight Exploration and Development

  • Rapid Concept Prototyping and Design 

  • Concept Optimization with Customers 

  • Strategic Future Pipeline Building

  • Developed rapid prototyping tech-consumer connection tool with R&D departments at Cadbury Adams to uncover consumer insights and translate them into winning products

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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.

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The Result

When Trident Layers were launched, it changed the chewing-gum category forever and became a new standard in an old category.

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