STRIDE GUM
The World’s Longest Lasting Gum. Stride Gum was a brand new gum from Kraft/Cadbury. Stride had a unique benefit in that it was truly the one gum that had flavor that would last longer than any other gum. Gum chewers biggest complaint about chewing gum is it never lasts long enough-flavor wise. Stride had clear product superiority in a crowded category. Problem was it was a new gum and no one knew about it, yet. To tell the story of Stride gum and its long lasting flavor, we enlisted the “Stride Product & Marketing Team” whose ingenious innovation while brilliant, came with an unforeseen problem thanks to its core benefit of long lasting flavor. This merry band of CPG geniuses provided an on-going narrative to reinforce Stride Gum’s unique benefit and endear the brand in culture. This campaign turned Stride Gum into the fastest growing gum in the category and achieved $100 million in sales in its first three years.
Campaign / Broadcast / Social / OOH / Print
Stride Launch: The introduction of the World’s Longest Lasting Gum doesn’t go quite as expected.
DELI MAN: The deli man was loving the Stride Gum launch until it turned out it’s bad for business.
DÉJA VU: The Stride Marketing Team experiences déja vu for the launch of a new long lasting flavor.
DELI MAN 2.0: New deli. New deli man. Same old problem for Stride’s new flavor.
