Stride (gum)

Stride is a brand of chewing gum created by Cadbury-Schweppes. Its main competitor is 5 gum.Fact|date=September 2008

Overview

Currently, there are seven flavors available: Winterblue, Spearmint, Forever Fruit, Sweet Peppermint, Sweet Berry, Always Mandarin, and Sweet Cinnamon. Stride was available only in the United States and Puerto Rico until January 2008, when the Spearmint, Sweet Peppermint and Forever Fruit flavours were made available in Canada. The growing gum market for Stride and other Cadbury-Schweppes brand Trident in the United States contributed to unexpectedly strong sales for the company in 2007. [ [http://www.expressandstar.com/2007/12/11/wispa-boost-for-cadbury/ Cadbury profits so sweet] "Express and Star.] [ [http://www.just-food.com/article.aspx?id=100632 UK chocolate revival, US gum cheer Cadbury] "Just Food"] [ [http://www.washingtonpost.com/wp-dyn/content/article/2007/12/11/AR2007121100234.html Cadbury sees 2007 sales growth beating its target] "Washington Post.]

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 "encapsulation" it had produced a gum with longer lasting flavor.Fuller, Janet Rause. (June 8 2006) [http://findarticles.com/p/articles/mi_qn4155/is_20060608/ai_n16484168 Taking gum to new lengths] "Chicago Sun-Times. Accessed December 12 2007.] Cadbury marketed the gum as "The Ridiculously Long Lasting Gum". [http://www.stridegum.com Stride Gum Website] ] Following competitive campaigning, New York based advertisers JWT were selected to handle the $50 million launch advertising, [Sampey, Kathleen and Andrew McMains. (March 16 2006) [http://www.insidethemusicupfront.com/aw/national/article_display.jsp?vnu_content_id=1002198486 Cadbury Picks JWT to Handle $50 Mil. Stride] . "Adweek". Accessed December 12 2007.] creating a series of work-place related ads that proved popular with consumers, according to polls by "USA Today". [Howard, Theresa.These ads include the CEO of Stride gum begging customers to buy more gum as it was popular at first but lasted too long and nobody came back for more. (October 29 2006) [http://www.usatoday.com/money/advertising/adtrack/2006-10-29-stride_x.htm Stride ads go the distance to show gum's flavor lasts] . "USA Today". Accessed December 12 2007.] 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. [ [http://www.mediapost.com/ommaawards/gateway.cfm?ip=details&aid=346458 Omma Awards Winners details] mediapost.com Accessed December 12 2007.]

In 2007, "Crain Communications"' correspondent Julie Jargon described the brand's debut as "the most successful new gum launch in the last five years". [Jargon, Julie. [http://www.chicagobusiness.com/cgi-bin/article.pl?article_id=27316&seenIt=1 Wrigley chewed up by U.K. rival] . "Chicago Business". Crain Communications Inc. Accessed December 12 2007.]

In addition, 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.

References

External links

* [http://www.stridegum.com Product Website]