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 • Trident is too market specific by consumers to feel healthy while chewing a concentrating on appealing to health treat. conscious consumers. • Trident offers a variety of flavors that can • Trident’s website and social media lack appeal to multiple consumers. interaction compared to competitors. • Trident was awarded the American Dental • Dim demographic segmentation. Association Seal of Acceptance. • Trident has large consumer loyalty due to a well-established legacy.
Opportunities Threats
• To increase popularity on social media and • The chewing gum market is competitive. other mediums. • Consumers may perceive Trident has an • To expand current audience to more than “old” brand if they don’t often update just healthy conscious consumers. image. • Economic environment warms up. The • Perception as a purely healthy choice gum. gum industry has rooms to grow. 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
Sweet Like First
A)Love 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.
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.
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.
Crain'snChicago Business. Retrieved November 7, 2013, from
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. Trident: 26 Health Cause During the First Week of September."Dimensions of Dental Hygiene. Belmont Publications, Inc, n.d. Web. 15 Nov. 2013. 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