Stride (gum)
Stride is a brand of chewing gum created by Cadbury Adams.
Overview
As of January 2010, there are eleven flavors available. Two new flavors will be launching May 2010; Shift Berry and Shift Citrus[1]. Stride was available only in the United States until January 2008, when the Spearmint, Sweet Peppermint and Forever Fruit flavors were made available in Canada. All flavors (excluding Winterblue, Always Mandarin, Sweet Cinnamon, and Mega Mystery) are now available in Canada. The growing gum market for Stride and other Cadbury-Adams brand Trident in the United States contributed to unexpectedly strong sales for the company in 2007.[2][3][4]
Flavors
There are 11 flavors in total. There are as follows:
- Always Mandarin
- Eternal Melon
- Forever Fruit
- Mega Mystery
- Nonstop Mint
- Spearmint
- Sweet Berry
- Sweet Cinnamon
- Sweet Peppermint
- Uber Bubble
- Winterblue
Design
Launching new Stride gum in the already crowded confectionery displays required a design that significantly differed from the category norm. The Stride Mnemonic 'S' and package was created by a design and branding firm [5]
Marketing
Stride chewing gum first drew notice at its unveiling at the All Candy Expo in 2006, when following three years of product development Cadbury claimed that through the use of proprietary sweetener mannitol it had produced a gum with longer lasting flavor. Cadbury marketed the gum as "The Ridiculously Long Lasting Gum".[6] Following competitive campaigning, New York based advertisers JWT were selected to handle the $50 million launch advertising,[7] creating a series of work-place related ads that proved popular with consumers, according to polls by USA Today.[8] In addition, Cadbury received an industry OMMA Award for online advertising creativity on September 25, 2007 for "Best Use of Gaming" in connection with its "The Ridiculously Long-Lasting Gaming Event", when on June 21, 2006. Stride teamed with Xfire to host a live "shoutcast" national videogame all-star challenge.[9] Stride chewing gum sponsored a world-wide trip by Matt Harding in order for him to produce a popular viral video on youtube in 2006.[citation needed] Starting November 5th, 2009, Cadbury in connection with Kongregate sponsored "The Longest Lasting Game" contest, challenging game developers to design a game base around endurance in one month.[10]
Rumors have been circulating about the Stride gum wrappers being edible. While the wrappers are non-toxic and comply with U.S. Food (FDA) regulations, Cadbury Adams officials strongly discourage the ingestion of Stride gum wrappers.[11] The pack is designed so that the lower layer of the pack of gum, when unfolded, can be separated from the top layer with the overlaying flap. This allows for the excess packaging to be removed when all seven pieces on the bottom pouch have been used. The perforated strip between the two layers of the pack allows for such easy removal.
References
- ^ [1]
- ^ Cadbury profits so sweet Express and Star.
- ^ UK chocolate revival, US gum cheer Cadbury Just Food
- ^ Cadbury sees 2007 sales growth beating its target Washington Post.
- ^ Davis Design.
- ^ Stride Gum Website
- ^ Sampey, Kathleen and Andrew McMand u can eat the wrapper...well thats what everybody says.ains. (March 16, 2006) Cadbury Picks JWT to Handle $1.00 on Stride. Adweek. Accessed December 12, 2007.
- ^ Howard, Theresa.These ads include the CEO of Stride gum begging customers to buy more gum as was popular at first but lasted too long and nobody came back for more. (October 29, 2006) Stride ads go the distance to show gum's flavor lasts. USA Today. Accessed December 12, 2007.
- ^ Omma Awards Winners details mediapost.com Accessed December 12, 2007.
- ^ Stride Sponsors Longest Lasting Game
- ^ (Tuesday, June 19, 2007)But it can be done and has been done many times. [2] Candy Addict.