What can you do while you chew?

Cadbury Adams launches Stride, 'The Ridiculously Long Lasting Gum,' in Canada with an ambitious campaign.

Can you chew gum and run a marathon at the same time? To mark the launch of Stride – dubbed ‘The Ridiculously Long Lasting Gum’ – in Canada, Cadbury Adams is asking gum chewers to tell them what they do while they chew Stride.

The new gum, aimed at young people, is packaged in hip re-closable ‘tear and share’ packs.

The national marketing campaign, coming early next month, will be supported by OOH and French- and English-language broadcast advertising, as well as on-campus events across the country dubbed ‘the Ridiculously Long Ping Pong Rally.’

Online at www.STRIDEgum.ca, the first 10,000 people to register and submit their many activities concurrent with gum-chewing will receive a free pack of gum. As the campaign progresses, new features and interactive elements will be added to the website.

‘Consumer insights drove every step of the development over the past three years, from the packaging and product development to the marketing and advertising concepts, resulting in a truly extraordinary gum,’ says Lesya Lysyj, EVP marketing, Cadbury Adams.

The creative is by JWT, and media was bought by M2 Universal. The experiential events are by Mosaic and PR is by Strategic Objectives.

Cadbury Adams holds almost 50% of the Canadian gum market, market leading brands such as Trident, Trident Splash and Dentyne.