Trident FINAL DOC

1. Packaging That Sells
From Theory to Practice
This presentation was created by Anastasia Akimenko, Despoina
Gkontosidou, Vlagkas Thomas, Kazoulli Anastasia, Chatzivasileiou Dimitris.

2. About Us
Brand name: MoT or Marketers of Tomorrow
Brand’s essence: creative problem solvers with passion for
marketing
Our product: Trident Xtra Care

5. #1. Packaging
Structure & Size
• Packaging structure can be
defined as ”typical” for this type
of product – a chewing gum
• The package has a rectangle
shape

6. #2. Use of color
• Trident uses red and black colors to
highlight the gender
• The background of the packaging is bright to
make a contrast and, presumably, attract
more attention
• Gum “pillows” are white on the pink
background – which showcase the positive
effect of the gum on teeth and create a
familiar association with teeth and gums
(Visual cues)
• Research suggests: When one or more of
an image’s low-level features (brightness,
color, size, shape, etc.) is considerably
different from the background, the detail
appears salient.

7. #3. Design &
Shapes Cues
• Trident uses diverse types of smiles to
personalize the product and appeal to
the individuality of a consumer (8Ps).
• Bonus: customer engagement with the
packaging (social media)
• Research suggests: Packaging must
first attract the customer’s attention. If
products attract visual attention,
consumers are more likely to touch
them; and, if they touch them, they are
even more likely to purchase them.

8. #4. Physical Materials
• The product consists of two parts:
the packaging which protects the
contents as well as the with the gum
itself

9. #5. Labelling
• There are two labels on the
front side: “sugar free” and a
name of the flavor (Verbal cues)
• Research suggests: After
capturing customers’ attention,
purchase packaging should
provide the potential buyers all
the information that they are
consciously or unconsciously
looking for.

10. Packaging Design Components Importance (0 to 5) Evaluation (-5 to 5)
Visibility (V)
The ability to attract attention at the point
of purchase.
5 5
Information (I)
Product usage instructions, claimed
benefits, slogans, and supplementary
information printed on the package.
2 4
Emotional Appeal (E)
The ability of a package to evoke a desired
feeling or mood.
5 4
Workability (W)
How the package functions rather than
how it communicates (e.g. protects
product, environmentally friendly)
4 4

11. #6. Key findings of the VIEW Model
• As visibility and emotional appeal are important for the
selected product, those components were graded with the
highest mark of 5.
• Obtaining less points (4), yet not less significant, workability is
also crucial for the particular product, as it should be convenient
for a potential customer.
• On the contrary, information doesn’t play a key role for a
customer during the purchase of a chewing gum, thus, it’s
received 2 points.

12. Is there packaging
effective based on
the VIEW model?
Our answer: YES!

13. Thanks
for attention!
Do you have any questions?

14. References
• Book: Shimp, T. A. and Andrews, C. J (2013). Advertising
promotion and other aspects of integrated marketing
communications. International Edition, 9th edition. South-
Western Cengage Learning.
• Article: Krishna, Aradhna et al (March 2017). Sensory Aspects
of Package Design. Journal of Retailing [online]. Available from:
http://www.sciencedirect.com/science/article/pii/S00224359163
00811 [Accessed 17th October 2017].