Trident: 1  

Group 11

Zhifei Dong

Lauren Groppi

Miao He

Lu Shan

I-Hsuan Yang

Trident: 2  

Table of Contents

I. Title Page………………………………………………………………1

II. Table of Contents……………………………………………………2

III. Situation Analysis……………………………………………………3

IV. Creative Brief…………………………………………………………11

V. Campaign Board…………………………………………………………13

VI. Branding Campaign…………………………………………………………15

VII. References…………………………………………………………24

VIII. Rubric…………………………………………………………27

Trident: 3  

Situation Analysis

Trident: 4  

Background

Trident was developed in 1960 by the American Chicle company, which is a chewing gum

trust that looks after chewing gum concerns (Huxford, 1997). The name derives from a term

that encompasses the three enzymes that aid in healthy dental health, which became the

brands overall mission in the world of chewing gum. In fact, Trident became the first national

brand of sugar-free chewing gum in the United States due to the invention of saccharin

(artificial sweetener) instead of sugar; they were also the first gum brand to undergo clinical

testing showing that people who chewed Trident experienced significantly fewer cavities

(Dimensions of Dental Hygiene, 2013).

Their slogan created in 1964, “The Great Taste that Is Good for Your Teeth” not only shined

a positive light on chewing gum, but was the first national campaign to promote dental health

through chewing gum. In fact, Trident is the best-selling sugar free chewing gum in the world

and is recommended by four out of five dentists (Dimensions of Dental Hygiene, 2013).

Trident gum has been known as the brand that promotes great tasting gum that is good for

your teeth for consumers who are looking for not only a way to improve their oral hygiene,

but something that tastes good while doing it. Trident, regardless of being one of the oldest

chewing gum brands, has continued to maintain a well-established and successful brand name

through their advertising efforts. In fact, in 2012 they launched their “first global campaign,

moving away from its traditional themes and instead putting an emphasis on more emotional,

tangible benefits of chewing the gum” (Mintel, 2012).

Trident: 5  

Their newly developed brand positioning strategy "See what Unfolds” campaign, has

continued to make them the highest market share in the business (Wrigley, 2013).

The brand also comes in a variety of choices with six different types: Layers, Vitality, Xtra

Care, White, Splash, and Protection (Trident, 2013). Each line of gum has its own branding

image, packaging, style, and perceptions making it “speak” to different consumers; Trident

has more choices available compared to their competitors.

Competitive Analysis

In comparison to similar chewing gums, most of which are sugar free, Trident’s main

competitors within the chewing gum industry are Orbit, Stride, Five and Extra; Orbit

being the main competitor.

Orbit

Orbit has created a similar brand essence with the idea of cleaning your teeth while chewing

gum. Their slogan “Dirty mouth, clean it up!” has positioned them as a sugar-free gum that

improves teeth with exciting flavors. The Orbit brand has three separate divisions of gum:

Orbit, Orbit Mist, and Orbit White all of which have received the American Dental

Association’s Seal of Acceptance (Orbit, 2012).

Five

Five was launched by Wrigley in 2007, which earned its name because of the relation to the

five senses of the brain (Wrigley, 2012). The gum has become increasingly popular due to

their originality, simplicity and intense flavor that last for longer periods of time with their

flavors: Cobalt (Blue) and Rain (Green).

Trident: 6  

The brand also spends the majority of their budget to television commercials conveying that

each piece has its own unique feeling behind it (Sterrett, 2010).

Extra

Extra gum was created in 1984 and was the first sugarless gum created by Wrigley’s

(Wrigley’s, 2012). The brand image comes from their tagline, “Long Lasting Flavor,” which

is also being conveyed in their new collection Fruit Sensations and Dessert Delights. Extra

gum is offered globally making it the 3rd largest market share behind Trident. They are

increasing their advertising, but unlike their competitors they are focusing on magazines and

Internet rather than television (Lazarus, 1990).

Stride

Stride was created in 2006 by Cadbury Adams and has been conveyed as the younger

generation’s chewing gum. For example, Stride has branded themselves as cool and active by

using celebrities as spokesmen and sponsoring events such as Winter XGames. The current

campaign for Stride is “A Little Bit Epic” that tries to inspire viewers to try something out of

the ordinary (Stride, 2010). This concept, along with their variety of flavors and interesting

packaging, made Stride number 6 in the top 10 for sales revenue in 2009 (Stride, 2009); the

majority of their advertising is through television.

Target Audience

Our targets are 15-24 young girls and their partners. According to the CIA World Factbook,

this target makes up for 13.8% of the population with 22,112,002 male and 21,174,050

female (CIA, 2013).

Trident: 7  

We chose our targets age and sex based on Cadbury who said the highest among young

consumers who chew more than 25 pieces a week are ages 15 to 24 (New York Times, 2010).

Moreover, according to the industry report by Mintel, young girls consumes more sugar-free

gums than the opposite sex (Mintel, 2012).

Our primary research indicates that these teenagers and young adults not only enjoy having

fresh breath, but also for the people around them. For example, we interviewed 6 female

consumers in our target age and all said their significant other must also have “good smelling

and even tasty breath.” One consumer said her boyfriend makes sure to carry gum with him

now that they are dating. Because of these insights we have aimed our campaign to couples

and how it is involved in their relationship.

Our target audience is outgoing and caring with their relationships and has indicated that they

chew gum because it’s an indulgence, relaxer, social activity and a common favorite between

them and their partner.

One consumer chooses Trident because her and her boyfriend both like it.

“We take turns buying gum because it’s an added expense, and whenever we spend

time together we share our pack with each other. We both like Trident so we just grab

that.”

Another said his girlfriend always buys Trident:

Trident: 8  

“Now it’s something I buy, I don’t even think about it. But hey, I know if she sees me

chewing gum she’ll want a piece so I’d rather get what she likes. It’s become my favorite

now.”

Although secondary research has indicated that Trident is popular because of it promoting

healthy chewing, our primary research says this is not consumers’ main reason for wanting

Trident. One consumer said:

“I try to stay away from sweets so chewing Trident helps me with my cravings. It’s an

added bonus that it’s good for my teeth, but it’s not the first thing I think about. I just

want something that’s delicious.”

Another said his mother always bought Trident and his girlfriend does too. He said:

“With both of them constantly buying it I buy it too.”

Overall our target audience is those in relationships who care about dental hygiene like fresh

breath, but focus on purchasing Trident because it’s a legacy brand that’s become the “go-to.”

With the women noticeably being in control of the gum purchasing, their partners are close

behind aiming to please.

Rationale

Commercial

Through this commercial, we want to tell people Trident has something more than health

function, that it can appeal to people emotionally. The characters in the commercial express

their love with Trident wrappers, which creates a natural and soft connection between

romance and Trident. This narrative storyline includes love and family, which will influence

the target audience emotionally.

Trident: 9  

Mobile App

This is a great way to connect with our target audience through technology. It’s fun and

simple and not only connects our target with each other, but with our campaign. The

messages on the wrappers are the heart of our campaign; it is in our magazine ad and the

commercial.

Billboard

We chose a billboard because it’s easy to spot and would catch the attention of our viewers

and assist in our print ad campaign. This encompasses our tagline, “Sweet like first love”

which is consistent with our target being couples. It shows how Trident is a part of their lives.

Ambient

Ambient advertising is a great way to make a statement and get noticed. We stuck with our

theme of “Sweet like first love” by creating a “Lovers bench” where people could go and sit

on a Trident package. We added the hashtag #tridentlove on the bottom of the bench so when

people take pictures and post to social media our campaign would be recognized.

This also will be incorporated on Trident’s social media. This gets our campaign out there and

talked about, which is key with our targets age due to social media being a vital part of their

everyday lives. It’s important for Trident to relate itself to its targets’ interests and stay

current.

PR/Social Media

To excite our consumers in our campaign we wanted to create a fun contest to get them

involved. Our “Love Shadows” contest is not only consistent with our campaign of “Sweet

Trident: 10  

like first love”, but allows the target to actually feel it with their partner. Our Trident logo and

tagline appear on the canvas to remind viewers of the campaign. Just like the ambient ad we

also incorporated the hashtag #tridentlove to get word out. This allows our consumers to be

creative and do something they don’t do every day. What better way to get connected with

our audience than to create memories and have your work appear in a real print ad?

Print Ad

We wanted to incorporate an ad to be put in magazines because “87% of consumers aged

15-24 read magazines” (Time, 2011). This will allow us to reach our consumers quickly and

efficiently. This also creates a consistent campaign by linking our billboard and commercial

to our magazine ad.

SWOT Analysis

Strengths Weaknesses

• Trident is a sugar-free gum, allowing

consumers to feel healthy while chewing a

treat.

• Trident offers a variety of flavors that can

appeal to multiple consumers.

• Trident was awarded the American Dental

Association Seal of Acceptance.

• Trident has large consumer loyalty due to a

well-established legacy.

• Trident is too market specific by

concentrating on appealing to health

conscious consumers.

• Trident’s website and social media lack

interaction compared to competitors.

• Dim demographic segmentation.

Opportunities Threats

• To increase popularity on social media and

other mediums.

• To expand current audience to more than

just healthy conscious consumers.

• Economic environment warms up. The

gum industry has rooms to grow.

• The chewing gum market is competitive.

• Consumers may perceive Trident has an

“old” brand if they don’t often update

image.

• Perception as a purely healthy choice gum.

Trident: 11  

Creative Brief

Trident: 12  

Trident/Chewing gum

Why are we advertising?

To revamp Trident’s image amongst competitors.

Whom are we talking to?

• 15-24 young girls & partners

• Fresh

• Adventurous

• Technology savvy

What do they currently think?

That Trident’s a legacy and ordinary.

What’s the SINGLE most important thing we can tell them?

Trident’s more than gum it’s an experience.

Trident: 13  

Campaign Board

Trident: 14  

A) Key strategic insight (single most important thing) that builds the strongest “bridge”

to your target:

Everyone has crushes on someone at some time or another and tastes the sweetness that love

brings. Especially for young people, they consume more time and energy into romantic

relationships.

B) Some of the specific selling points the campaign will cover:

Our campaign message of “Sweet like first love” will remind consumers of the time they

experienced or are experiencing love. It’s fresh, exciting and romantic. Our campaign relates

to our target and involves itself in their everyday lives through the use of multiple media.

C) A bit about the tone and manner of the campaign (funny, serious, heartfelt,

attitude-laden, etc.):

Warm, romantic, considerate and a splash of quirky.

D) Desired response to the campaign (awareness, go online to learn more, run out and

buy it, etc.):

For consumers to relate to Trident in a different way apart from it being good for your teeth.

Sweet Like First

Love

Trident: 15  

Branding Campaign

Trident: 16  

Commercial

Trident: 17  

Mobile App

It is a SMS App. How it works:

1. A virtual piece of gum gets sent to person’s phone through the app and the gum unfolds,

2. You get a bite taken out of it and then wrapper unfolds and shows a message,

3. Messages can be for brightening someone’s day, telling someone they have a crush on

them, saying sorry..etc.,

4. Messages can only be sent if you have the person’s phone number and they have

downloaded the app.

Trident: 18  

Ambient

We create a “lovers' bench” with the look of Trident package with two seats for lovers with

gum wrappers. The hashtag #tridentlove is printed on the bottom of the two seats.

Trident: 19  

Billboard

Picture is taken from an aerial view, looking down at the couple sitting on the bench with the

Trident package in the middle of his and her thigh and their hands touching it. Tagline is on

the top: “Sweet like your first love” and the Trident logo on the bottom.

Trident: 20  

PR/Social Media: Love Shadows Contest

We will locate a wall in a downtown area and hang a canvas with Trident logo on it (Picture

1). When a couple is passing by, they can leave their shadows on the canvas by two ways: In

the day time (by the sunlight); In the evening, (we would provide a stage light on the ground

in front of the canvas). The couples can stand in the middle of the light and the canvas

(Picture 2). Then they can create a pose to show their intimate relationship and photograph

the shadow on the canvas (Picture 3 & 4).

Couples will upload the photos to social media such as Facebook, Twitter and Instagram with

the hashtag #tridentlove (Picture 5). The top photos will be up for votes by the public and

whoever wins gets an incentive and their work will appear on the new print ads of Trident.

(Picture 1)

Trident: 21  

(Picture 2)

(Picture 3)

(Picture 4)                    

Trident: 22  

(Picture 5)                                    

 

Trident: 23  

Magazine

This will be based on the commercial and our mobile app with the messages on the Trident

wrappers. A package of trident will be in view along with our tagline: “Sweet like first love.”

Trident: 24  

References

Trident: 25  

Business Day: Media & Advertising. New York Times, n.d. Web. 15 Nov. 2013.

<http://www.nytimes.com/2010/05/11/business/media/11adco.html?_r=0)>.

Carla Dobre-Chastain. (2012, December). Gum, Mints and Breath Fresheners

CIA. "Central Intelligence Agency." The World Factbook. N.p., n.d. Web. 15 Nov. 2013.

<https://www.cia.gov/library/publications/the-world-factbook/fields/2010.html>.

Crain'snChicago Business. Retrieved November 7, 2013, from

<http://www.chicagobusiness.com/article/20100213/ISSUE01/

100033018/mars-inc-cuts-ad-spending-for-wrigley-gum-brands#

Dimensions of Dental Hygiene. "Trident Raises Awareness and Funds for Children's Oral

Extra® Gum. (n.d.). Wrigley's Gum. Retrieved November 7, 2013, from

http://www.wrigley.com/global/brands/e

"Gum, Mints and Breath Fresheners - US - December 2012." Mintel Oxygen. Mintel, n.d.

Web. 17 Nov. 2013. <http://academic.mintel.com/display/648

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Health Cause During the First Week of September."Dimensions of Dental Hygiene. Belmont

Publications, Inc, n.d. Web. 15 Nov. 2013.

<http://www.dimensionsofdentalhygiene.com/ddhright.aspx?id=5726>.

Huxford's Collectible Advertising, 3rd edition, by Sharon & Bob Huxford, 1997.

Lazarus, G. (1990, April 13). Trident Fires New Flavor In Gum War. Chicago Tribune.

Retrieved November 7, 2013, from http://articles.chicagotribune.com

/1990-04-13/business/9001300886_

1_gum-sale-gum-market-gum-war

Orbit, Orbit Mist and Orbit White Gum . (n.d.). Orbit Gum. Retrieved November 7, 2013,

from http://www.orbitgum.com/#/home

5™ Gum, Stimulate Your Senses™. (n.d.). 5® Gum. Retrieved November 7, 2013, from

http://www.5gum.com/global/

Sterrett, D. (2010, February 15). Mars Inc. cuts ad spending for Wrigley gum brands.

Stride On. (2012, October 1). Stride Gum. Retrieved November 7, 2013, from

http://www.stridegum.com/

Trident: 27  

Rubric