Mondelez (makers of Trident/Dentyne) felt their packaging for their car cups was no longer staying competitive in the market. Their package was perceived to look unathletic. There were also concerns that their lid did not offer the same utility as others on the market. Competitive Innovation brought us in to help generate ideas and work up ideas.

We immersed ourselves in every single related piece of packaging we could find. We looked at every fault and success in the market and then began to draw. We work