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
Cadbury Adams wanted to create much-needed news and sales growth in the gum and mints category through their powerhouse brand Trident.
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.
When Trident Layers were launched, it changed the chewing-gum category forever and became a new standard in an old category.