Cadbury Adams USA LLC Launches New Stride Gum

22/06/06 Today, the longest lasting day of the year, marks the official launch of Stride, The Ridiculously Long Lasting Gum. This new and innovative gum brand from Cadbury Adams USA LLC, the U.S. confectionery business unit of Cadbury Schweppes, will deliver great flavor and a soft texture for a really long time. Stride is backed by a robust $50 million year one integrated marketing campaign that will reach its target consumers through a creative, interactive advertising campaign that includes print, broadcast and online elements. An absurdly long "green and blue" carpet premiere hosted by Nicky Hilton to celebrate the launch of Stride will be held tonight in New York.

"Stride was created for people who love to chew gum -- it delivers a unique long lasting chewing experience with a soft texture," said Norma Drew, Senior Vice President of Marketing, Cadbury Adams USA. "From the packaging and product development to the marketing and advertising concepts, consumer insights helped drive every step of development over the past three years, resulting in a truly extraordinary product."

At the center of the marketing effort is the Stride Factory broadcast advertising campaign developed by JWT which debuts today, the longest day of the year, on CBS, FOX and the WB. The 30 second spot creates a fictitious story arc about the factory that produces Stride, and the campaign plays off the long lasting nature of the gum. The first set of TV spots show Stride marketers celebrating as the sales numbers increase. However, since the gum is so long lasting, the factory production eventually slows down, prompting the theme of "Good for You, Bad for Us."

A series of print advertisements emphasize the long lasting nature of Stride and rely on humorous exaggeration to convey that message. The copy speaks directly to consumers with quick and witty one-liners like "Bad News for People Who Can't Walk and Chew Gum" and "New Gum Seeks Long Term Commitment." The print advertisements also communicate the vibrancy and energy of the brand.

Online elements also play a large role in engaging consumers and illustrating the spirit and irreverence of Stride. The brand website STRIDEgum.com allows consumers to explore and interact with the brand. For launch the site features a web cam that shows different people hanging out chewing 24-hours a day. Every five minutes someone new takes over duty at the table so there is always something interesting and unexpected to watch. Additionally, there is a summer promotion that asks consumers what they would do for a "ridiculously long time" and gives them a chance to win $5,000 for doing it.

"We felt it was important for the site to be designed so our consumers could help drive the creative content and have the opportunity to make the brand their own," said Lynne Vandeveer, Director of Marketing, Cadbury Adams USA. "Stride is already creating buzz online in blogs and social networking sites. Our consumers respond to touchpoints that are interactive and relevant."

Stride is also launching "Dancing Matt's" second video today on STRIDEgum.com and other sites such as Google, YouTube, and iFilm. Matt Harding's first video, released last year, featured him dancing on every continent in the world after quitting his job, capturing the interest and imagination of millions. Appreciating the obvious connection to the irreverence and humor of the Stride brand, Stride supported his second dance around the world which culminated in New York City's Times Square.

In-person communication with consumers will also help launch the Stride brand. An extensive sampling program recently kicked off at major movie theater and bookstore chains and will continue throughout the summer. A Stride-branded stretch Hummer limousine will also tour through college campuses and major events throughout the year.

"Stride gum shows Cadbury Adams' dedication to innovation which is the driver of our growth, especially in the gum category," said Brad Irwin, President, Cadbury Adams USA. "It isn't everyday that you get to launch a totally new brand and we have planned a variety of interesting and unexpected programs to celebrate the launch."