The problem
Give young professionals a reason to choose Trident.
Gum-buying habits had changed after the pandemic, and sugar-free gum faced plenty of competition. I wanted to connect Trident to moments in a young professional's day when fresh breath mattered.
The research
Build the plan around a clear audience.
MRI Simmons research helped me focus on women ages 25-34 in professional roles. I created Lily, a fictional 25-year-old marketing coordinator and newlywed near Chicago, to make that audience easier to plan for. Separate platform research guided my social-media choices.
The decision
Make freshness part of everyday confidence.
I focused on meetings, meals, and date nights. LinkedIn would reach the professional side of Lily's routine, while Instagram and TikTok would connect to her life outside work. Sampling and retail promotions would give people a chance to try Trident.
The solution
Fresh Confidence, at work and after hours.
My Fresh Confidence proposal combined social content and in-store promotion with two ideas: a Fresh Start Workplace Sampling Program for office lobbies and break rooms, and a Date Night Freshness Kit. The January-April rollout would start with LinkedIn and retail, then expand across platforms.
The outcome
A complete media plan, ready to present.
I brought the audience research, Lily persona, channel choices, promotional ideas, and four-month schedule into one proposal. This was a proposed media plan, not a launched campaign.