Trident's Website Strategy Case Study

Site Map by Diana

Trident's user-friendly site map  
 

After reading my Starbucks post, you ran out to purchase a Pumpkin Spice Latte, no? It is the season… Regardless of if you just drank coffee, ate onion, or didn’t brush your teeth (which you should), Trident is here for you! Like coffee, it is a must. Whether to pass time, for a fresh breath, or because someone offered one, I chew Trident on a daily basis.

Trident's website logo

The opening quote on Trident’s home page says it all: “Do not open around friends, family, and the neighbors down the street. They’ll all want a piece.” This slogan already intrigues, making you wonder what about this gum are you missing out on. It’s time to get personal as you scroll through all the colorful and attractive flavors, conveniently organized “for every occasion:” Trident Layers, Trident Vitality, Trident Extra Care, Trident White, Trident Splash, and Trident Long Lasting. Each of the “more info” tabs includes a humorous note related to its flavor (similar to Dove’s sayings). For example, children might choose the Orange Swirl as it takes you on a “merry-go-round for your mouth,” women the Zen as it “helps locate your inner chi,” and manly men the Xtra Care as it “swears allegiance to your mouth” with its “electric force.” The Vigorate might suit you before an important meeting as it “makes you want to high five everyone.” Lastly, if you prefer the whitening benefits, choose the Wintergreen to have “snowflakes whiten your teeth.” This strategy is clever as it helps a simple product appeal to many different demographics, each with their own needs, age, and mood. 



One of Trident's many humorous notes...who knows where this gum will take you?

The FAQ tab is a good strategy as it answers useful questions that may have previously restrained you from buying Trident gum. It includes its amount of carbohydrates, sugar, calories, whether or not it is gluten free, kosher, etc. This appeals to people who care about those details when purchasing gum. Whether you are on a diet, want to be aware, a gluten-intolerant, or a mother looking out for your children’s cavities, we all have reasons. Regarding the White line, the facts say two pieces four times a day for four weeks can result in stain reduction. This strategy clearly pushes consumption, as the gum intake needed per day/per week is a lot compared to the amount in one pack. Stating stain reduction (not removal), and emphasizing regular chewing, hints that more gum helps for optimal results. Lastly, some flavors are ADA Accepted, meaning they are safe and effective for your teeth. Now that all questions are answered, no excuses to not chew Trident!

The third main tab is about Trident’s partnership with Smiles Across America, an Oral Health America Program, whose goal is to educate unprivileged children about teeth protection. This might impress mothers, teachers and dentists, who would be more inclined to buy this “humane” gum. Their slogan “Smiles are what we love. Helping to protect them is what we do,” takes this gum company to a whole new level. It is it there for you when you need a laugh, a fresh breath, less stains, something to offer to someone you flirt with, and it cares about children. Definitely offer some Trident to your in-laws to impress them… 

The main tabs

Lastly, the most notable smaller tabs are the links to Facebook, YouTube, Flickr, and twitter, as they target a modern crowd that surfs the internet and uses social media platforms to stay connected.

Everyone has time for a few laughs: