I've mentioned more than a few times that I love watching competitive categories. Not just the cola wars, or the paint wars, or even the most recent water wars ... but all the really competitive categories. Some are even much more competitive than you might originally think.
Like chewing gum.
There are so many brands and flavors and forms and benefits, it's enough to make your teeth chatter. And there's a lot of chatter in social media surrounding what might otherwise seem like a pretty sleepy category. No way no how.
One brand, among others, is on it ... Trident. I recently wrote about the brand's dessert flavors, and now I'd like to mention Trident Vitality, mostly because of the hints at benefits that the brand is trying to allude to in its messaging.
Vitality ... as in vigorate, rejuve, and awaken. Feels like skin care claims to me, but certainly speaks to energy and feeling good. Although on closer inspection there are no claims, just product features and ingredients. I guess popping in a piece of gum does bring you back in a way.
I admire it. Bringing something new to a noisy, competitive category from a brand that is constantly striving to innovate. Isn't that what the marketing wars are all about?
What's your experience? Jim.
President of Lippe Taylor
Author of The Experience Effect