Trident Layers Gum

The Challenge

Cadbury Adams wanted to leverage their scientific expertise and breakthrough technologies to create much-needed news and sales growth in the gum and mints category through their powerhouse brands Trident and Dentyne.

Our Approach

• Translation of Trends to Innovation Platforms
• Incremental Insight Exploration and Development
o Developed rapid prototyping tech-consumer connection tool with R&D departments at Cadbury Adams to uncover consumer insights and translate them into winning products
• Rapid Concept Prototyping and Design
• Concept Optimization
• Strategic Future Pipeline Building

The Results

Using newly created layering technology, this concept was initially drafted as a combination of increasingly intense flavors and evolved into a combination of complementary and contrasting flavors that changed the gum experience as new Trident Layers.