We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Mondelez Hopes Gum Sales Will Improve With Strategy Targeting Generation Z

March 19, 2015: 12:00 AM EST
With its chewing-gum sales stalling, Mondelez International is trying a somewhat arcane marketing strategy to revitalize Trident products among post-millennials in an era of social media and smart devices. Gum revenue was down three percent in 2014, though market share grew or remained stable in four of six markets. The company thinks the key reason for this sales decline is that Generation Z spends too much time on its smartphones, reducing personal human contact and eliminating daily rituals like gum chewing. So Trident commissioned a Japanese designer to create clothing that blocks radio signals. Whether the strategy is boosting gum sales is known so far only to Mondelez.
Seb Joseph, "Mondelez’s Trident mines fashion and privacy shared themes to get closer to Gen Z", The Drum, March 19, 2015, © Carnyx Group Ltd
Examples & Case Studies
Process & Organization
Theory & Ideation
North America
United States of America
Companies, Organizations
Innovation & New Ideas
Marketing & Advertising
Developed by Yuri Ingultsov Software Lab.