Trident White Packaging by Fitch consultancy
10 October 2008 | By Popsop Team
Tooth-whitening gum is a great idea, if it tastes good. That’s what Cadbury Adams learned when even the most self-conscious consumers categorically snubbed Trident Advantage.
The innovative combination of fresh breath and brighter teeth wasn’t enough, as the benefits of Advantage were buried by an unpleasant baking soda taste. Consumers chose other gums and even preferred toothbrushes over the chalky Advantage.
Cadbury Adams overhauled the flavor formula, changed the name to Trident White, and decided on a move to the candy aisle. Fitch was asked to create an identity for Trident White with enough flavor clout to land tooth whitening a permanent place among confections. To compete and thrive next to the likes of Wrigley’s and M&M’s, flavor had to come first.
Solution
The color-coded backdrops distinguish the different flavors of the gum, while the mist and burst of light express the crispness of a fresh break in the ice, promising cool, clean refreshment. With Trident as the primary communication, White sits underneath in enamel-white brush strokes, reinforcing the hygiene incentive.
These elements were applied to blister graphics, film-backing graphics, counter display boxes and hanging multi-pack bags.
Results
Cadbury Adams initially passed on what ended up as the final design. With the insistence of our creative team, the design advanced to research and emerged as the favorite. The familiar sight that floods the impulse buying area of your pharmacy and grocery store has propelled Trident White to the top of its category.
