Mondelez | Trident, Triscuit, and Teddy Grahams
Reinvigorating legacy brands through social-first strategies that engage and build loyal communities
Background:
I was brought in to consult on the 2023 organic social strategies for snack brands including Trident, Teddy Grahams, and Triscuit - each facing the same challenge:
How do you cut through the noise on social while staying true to decades of brand history?
My role was to bring an outsider strategist’s eye to the social planning: connecting creative, cultural, and consumer insights into annual content frameworks that would guide tone, audience definition, and platform executions.
Trident - Building a Flavor Fandom
Trident didn’t need a rebrand. It needed a vibe check. So I built the Gum Girly, a persona that captured both the brand and its audience: confident, flirty, and fluent in internet culture. By speaking in her voice, Trident’s posts felt native, not forced — making cultural touchpoints feel authentic instead of like desperate grabs at relevance. Because the Gum Girlie isn’t trying to be cool. She just is.
Teddy Grahams - Nostalgia for a New Gen
After a mascot refresh, Teddy Grahams needed to reconnect with millennial parents, the kids who once loved Teddy now sharing him with their own families.
I collaborated on a strategy around three content pillars — Nostalgia, Inner Child, and Food-Forward — reframing Teddy as a playful partner in everyday adventures. The result: a tone that balanced childlike wonder with grown-up warmth, grounding every post in the joy of rediscovery.
Triscuit - Redefining Fulfillment for Gen X
For Triscuit, the task was turning a quiet pantry staple into a meaningful lifestyle symbol. We positioned it as a moment of reset — a nourishing pause in a chaotic day.
With clean, calm creative inspired by “farmfluencer” culture, Triscuit’s social strategy highlighted local ingredients, modern simplicity, and the quiet satisfaction of slowing down.