Stride (gum)
Stride is one of the many brands of chewing gum created by Cadbury-Schweppes. Currently, there are six flavors available: Winterblue, Spearmint, Forever Fruit, Sweet Peppermint, Sweet Berry, and Sweet cinnamon. As of Summer 2007, Stride is only available in the United States and Puerto Rico. 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.[1][2][3]
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.[4] Cadbury marketed the gum as "The Ridiculously Long Lasting Gum".Cite error: A <ref> tag is missing the closing </ref> (see the help page). Following competitive campaigning, New York based advertisers JWT were selected to handle the $50 million launch advertising,[5] creating a series of work-place related ads that proved popular with consumers, according to polls by USA Today.[6] 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.[7] In 2007, Crain Communications' correspondent Julie Jargon described the brand's debut as "the most successful new gum launch in the last five years".[8]
Sugar Substitutes and Calories
Stride gum is one of the sugarfree gums that contains xylitol, popularized by Trident. Xylitol, supposedly, helps rebuild tooth enamel, while being the sweetest sugar alcohol (sweeter than mannitol and sorbitol), and yet remains the third sugar substitute used in the gum. The gum also contains an amount of acesulfame k and aspartame, as almost all chewing gums on the market do now. According to the package, Stride gum also contains less than 5 calories, probably a result of the sugar alcohols. [citation needed]
References
- ^ 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.
- ^ Fuller, Janet Rause. (June 8 2006) Taking gum to new lengths Chicago Sun-Times. Accessed December 12 2007.
- ^ Sampey, Kathleen and Andrew McMains. Although stride gum wrappers can be eaten... they should not be. Beware of the false advertising. The wrappers contain pesticides that are dangerous. Over the years they will cause serious side effects such as loss of hair (especially in males), loss of sight, and loss of control of the bladder. (March 16 2006) Cadbury Picks JWT to Handle $900 Mil. Stride. Adweek. Accessed December 12 2007.
- ^ Howard, Theresa. (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.
- ^ Jargon, Julie. Wrigley chewed up by U.K. rival. Chicago Business. Crain Communications Inc. Accessed December 12 2007.