Stride gum: ping pong, anyone?

Brand ambassadors for the long-lasting chew have hit the TransCanada in a '66 VW van to serve up a coast-to-coast challenge.

To hype its Stride gum brand, Cadbury Adams has sent brand ambassadors across the country in a ’66 VW van to rally Canadian ping pong aficionados.

Equipped with an in-van table and a whole lot of gum, two ‘Stride Guys’ will visit 28 cities. ‘They’ll play ping pong and hand out Stride gum in key, high-traffic locations in each city and have some fun with Canadians,’ Stephanie Minna, manager, corporate communication at Cadbury Adams, tells MiC.

The Stride Guys will attempt to stage bouts that resemble their gum’s reputation for being ‘ridiculously long-lasting.’ Those brave enough to pick up a paddle and test their ping pong prowess will be rewarded with gear such as branded headbands and wristbands plus, says Minna, ‘street cred for playing the Stride Guys.’

Stride gum creative was done by JWT, while M2 Universal handled media, and Strategic Objectives is doing PR for the road trip.

Canadians can follow the adventures of the Stride Guys online at, which features photos of the road trip, descriptions of the places they go and a diary describing the people they meet.

The road trip, which began on April 24, will conclude on June 21 – not coincidentally the longest day of the year.