project role: lead
Mondelez sought to differentiate itself from the competition by developing new Trident gum offerings that leveraged ‘fresh’ in new and exciting ways. In order to deliver on the concept of ‘fresh’ in an innovative way, we first had to dimensionalize the meaning of the term as it related specifically to Trident’s core audience. Over the course of 3 days, respondents were provided creative exercises via an online blogging platform to better understand how they currently incorporate ‘fresh’ into their daily lives and areas of opportunity within the gum sphere specifically. Platforms for ideation were then developed and clients brought in for a daylong brainstorming session. Out of category experts on ‘fresh’ (mixologist + perfumer) were also invited to push our thinking into exciting new territories.
We supplied Mondelez with a series of finalized ‘fresh’ concepts + detailed descriptions ready for basis testing.