Becoming gen-z’s best partner to release their creative flow

Challenge
Launch a new Trident innovation for Gen Z: a hard-shell gum with a liquid-filled center designed to deliver a more indulgent and rewarding flavor burst. The challenge was to create a compelling reason to choose the product beyond taste, by linking it to a relevant consumption occasion and emotional need.

Strategic Insight
Gen Z sees creativity as part of self-expression, but everyday pressure, overthinking, and routine often block their natural flow. Moments of feeling stuck are common—and they look for simple ways to reset and get moving again.

My Role
Led the strategic positioning of the innovation, defining the target occasion, emotional territory, and communication platform for the launch.

Strategic Solution
Connected the product’s liquid-filled center—an unexpected release of flavor—with the emotional benefit of unlocking personal flow. The burst inside the gum became a metaphor for breaking creative blocks and letting ideas move again.

This led to the campaign idea: “Libera Tu Flow” (“Release Your Flow”).

Execution
Developed a youth-focused campaign positioning Trident Splash as the trigger to chill, reset, and reconnect with creativity through a sensorial product experience.

Impact
Helped establish a differentiated space for the innovation within the gum category, moving the conversation from freshness alone to self-expression, indulgence, and creative energy.

Why It Matters
This project demonstrates how product features become stronger when transformed into emotional benefits—turning innovation into culture-ready relevance.