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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: 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: 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: 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: 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: 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: 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>.
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<http://www.chicagobusiness.com/article/20100213/ISSUE01/
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Trident: 26
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Lazarus, G. (1990, April 13). Trident Fires New Flavor In Gum War. Chicago Tribune.
Retrieved November 7, 2013, from http://articles.chicagotribune.com
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1_gum-sale-gum-market-gum-war
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from http://www.orbitgum.com/#/home
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