Marketer: Mondelez International
Agency: Phoenix Creative
Reggie Category: Partnership Marketing Campaigns (Bronze)
In 2019, household penetration of Mondelez International’s Trident gum was not keeping pace with the growth of the gum category at Dollar General. To improve on previous marketing programs, Trident needed to communicate a true and compelling point of difference in the minds and wallets of the retailer’s shoppers.
The core Dollar General shopper is a “Super Mom,” aged 25-34, who knows how to run a household with a busy schedule and tight budget. Though frugal, she has a strong desire to provide her family with a better life, which includes buying national brands. These Super Moms value education and literacy, and are inspired by brands that support causes to help families and communities. They also over-index on phone usage and are more readily influenced by digital marketing than the average shopper.
Trident partnered with Dollar General on a community literacy program that leveraged both online and offline tactics. A kickoff event at Dollar General headquarters drove relevance by encouraging both Dollar General and Mondelez employees to participate in a book drive to donate new and used children’s books to the Dollar General Literacy Foundation. To gain buy-in from Super Moms, Trident gave Dollar General exclusive packaging that represented a first for the brand: Inside copy communicated the purpose of the Dollar General Literacy Foundation, while outside messaging touted the brand’s $25,000 donation to the organization.
Further activation included digital and mobile engagements on DollarGeneral.com and through the retailer’s digital circular, as well as a dedicated in-store display. On social media, an International Literacy Day post reinforced the value of literacy, and another post on National Chewing Gum Day invited shoppers to buy a pack of Trident at Dollar General in support of literacy.
Trident gum sales at Dollar General increased as the program boosted trends ahead of the gum/mint category. Household penetration of Trident at the retailer saw double-digit growth. The in-store display contributed to more than half of the growth for the category. Digital coupons delivered nearly redemptions, driving a 7% sales lift.