Stride Gum And Shaun White Team Up To Introduce Mintacular - The Latest 'Epic' Addition To The Stride Gum Lineup
Stride Collaborates with 7-Eleven for a Mintacular Takeover Event in New York City Store
Aug 21, 2012, 10:00 ET
NEW YORK, Aug. 21, 2012 /PRNewswire/ -- Stride gum today announces the latest addition to its lineup – the Shaun White-inspired, Mintacular! Mintacular, the second collaboration between Stride and professional snowboarder/skateboarder and two-time gold-medalist Shaun White, is available now in stores nationwide. Similar to Whitemint, the first Stride Shaun White-endorsed product, Shaun was closely involved in selecting Mintacular's unique minty flavor profile and cool package design.
To celebrate the launch and give New Yorkers a first taste of Mintacular, Stride is teaming up with 7-Eleven, Inc. for a one-day event in the Big Apple. Today, Stride will take over one 7-Eleven store in an unprecedented event where the store will ONLY stock both Whitemint and Mintacular! Shaun White will be at the 7-Eleven store on East 14th Street between 2nd and 3rd Avenues in New York City to give away samples of the new gum, interact with consumers and speak with the media.
"7-Eleven stores are known for being among the first to sell many products popular with convenience-oriented consumers, so for us to be part of the Stride and Shaun White launch for their newest flavor, Mintacular, is a bonus for us and our customers," said Laura Gordon, 7-Eleven, Inc.'s vice president of Brand Innovation. "Today's event will be a special way to celebrate the opening of our new East 14th Street Manhattan store."
"It's pretty exciting that we're able to launch a second flavor, Mintacular," said White. "Stride is a great partner and working together on both gum flavors has been awesome!"
In the summer of 2011, Stride successfully launched Whitemint after announcing the multi-year partnership earlier the same year. The Whitemint launch remains one of the most successful launches in the history of the Stride brand.
The Mintacular launch will be supported by a fully integrated marketing and communications plan including PR, advertising (TV, online and OOH) and digital support. Stride launched its Mintacular advertising campaign Aug. 1 in New York City with a "mystery" billboard that featured only a date – 8.13.12. The image was switched on Aug. 13 to reveal Shaun White holding a pack of Mintacular gum with the text: "Stride Mintacular. Chewing Redefined. Again."
In addition, Stride released a tongue-in-cheek product demo video to coincide with the reveal billboard and featured the Mintacular "designers" enthusiastically describing the "incredible" features of the new gum and packaging. A tactic normally reserved for high-end tech products, the video furthers the "A Little Bit Epic" campaign approach and showcases the brand going out on a limb in a uniquely humorous style that is expected to attract attention. To view the video, go to http://www.youtube.com/watch?v=4-oe9AIYiiU.
"With a confident, courageous attitude and a willingness to put himself out there every day, Shaun White embodies our 'A Little Bit Epic' campaign and the Stride brand overall," said Stephanie Wilkes, VP Marketing Confectionary, Kraft Foods. "We are also thrilled to partner with the 7-Eleven team, who allowed us to completely transform their store into a Stride Mintacular 'paradise' so people can try Mintacular in a fun, engaging way. Even if you don't live in New York City, you can try Mintacular at stores nationwide - a product that we know will be as successful as our first Shaun White-inspired product."
Stride Mintacular is available nationally at convenience stores, mass merchandise stores, drug stores, grocery stores and other retail outlets for a suggested retail price of $1.49. For more information, go to www.StrideGum.com or www.facebook.com/Stride-gum.
Stride gum, launched in 2006, is a little pack of courage that helps consumers fearlessly pursue their most authentic self. Stride gum, a Kraft Foods brand, offers a variety of products and flavors including Shaun White Mintacular and Whitemint, Spark, Winterblue, Sweet Peppermint, Spearmint, and Tropical Trance. For more information, visit www.StrideGum.com or www.facebook.com/Stride-gum.
About Kraft Foods
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed on Oct. 1, 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, NASDAQ 100, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.
7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses approximately 9,400 7-Eleven® stores in North America. Globally, there are some 47,300 7-Eleven stores in 16 countries. During 2011, 7-Eleven stores worldwide generated total sales close to $76.6 billion. 7-Eleven has been honored by a number of companies and organizations recently. Accolades include: #2 on Forbes magazine's 2011 list of Top Franchises for the Money; #3 spot on Entrepreneur magazine's Franchise 500 list for 2012, #3 in Forbes magazine's Top 20 Franchises to Start, and #2 in Franchise Times Top 200 Franchise Companies. Hispanic Magazine named 7-Eleven among its Hispanic Corporate Top 100 Companies that provide the most opportunities to Hispanics. 7-Eleven received the 2010 Retailer of the Year honor from PL Buyer because of the company's private-label brand initiative. 7-Eleven is franchising its stores in the U.S. and expanding through organic growth, acquisitions and its Business Conversion Program. Find out more online at www.7-Eleven.com.
SOURCE Stride Gum
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