Trident Uses RFID Technology for an Effective Chewing Gum Advertisement

By: Laura McQuarrie - Sep 16, 2014
References: smartbrief & rfidjournal
In partnership with loyalty app creator Collact, Mondelēz developed a chewing gum advertisement campaign that would help to further the reach of its Trident brand.

The Collact app saves consumers from having to carry around multiple reward cards and when it's downloaded, this application makes it easy for marketers to reach out to that elusive target market. The Collact app communicates with Bluetooth Low Energy (BLE) beacons that are installed near the places where Trident gum is being sold, and it mainly encourages students between the ages of 18 and 24 to try some of Trident's new products. Since gum is already an item that is easily bought on a whim, when this application is activated at the point of sales, it's effective at giving consumers that extra push to make a purchase.