Mondelez recognised that their gum portfolio – and the category as a whole – was shrinking.
We explored why a ‘lost generation’ hadn’t picked up the habit and created the products, services and marketing that would bring new consumers into the category.
We understood the attitudes and behaviours of a range of global audiences and developed action plans to make Mondelez’s Stride and Trident brands relevant again – reinventing their positionings, product roadmaps and marketing plans.
The resulting activity included a new fashion-forward line of promotional clothing – Focus Life Gear – that disables your personal technology. Focus Life Gear was featured in Trident’s advertising, events and even sold online as a high fashion item. This activity generated a sales uplift in a category that had seen a decade of non-stop decline.
For more information on our work with Mondelez, contat Matt Boffey here.