A fresh television campaign by Wieden+Kennedy London promoting the new collection of Stride Gum debuted in the US. Led by ‘The Strength Within,’ the trio of three bold, energetic 15 second TVCs feature The Mouth, a wild, outspoken, purple-hued character spreading the word about the Mad Intense, crunchy new selection of Stride Gum. ‘The Strength Within’ is followed by commercials titled ‘Hey! Momma’s Home’ and ‘It’s Power Team’ on American television.
The campaign follows the recent Snapchat takeover by hip-hop artist, producer, and social media superstar DJ Khaled, who launched the new Stride gum on the platform. Khaled’s larger-than-life personality led a full day of ‘Mad Intense’ antics on Snapchat, including the creation of an exclusive Stride Gum-themed track and cameos by The Mouth and fellow musician Kent Jones. On day two of the takeover, a bespoke Snapchat lens featuring The Mouth debuted on the platform as well, marking a special collaboration between Stride Gum and Snapchat that placed the brand at the forefront of social innovation.
The new TVCs are equally bold, irreverent, and fiercely fun, featuring off-the-wall characters, neon visuals, and eccentric animations that capture the Mad Intense, bold flavours consumers can expect from the new Stride Gum, including: Spearmint, Peppermint, LemonBerry, MeloPeach and IcyMint.
Shannon Mclardie, Brand Manager at Mondelēz International, is excited to see the debut of the TVCs, saying: “We’re so excited to be launching new Stride Gum in such an engaging and relevant way for our audience. Each aspect of the campaign helps to build and create the mad intense story of new Stride gum to give our consumers a constantly evolving and immersive experience into the brand.”
Meanwhile, Creative Directors Freddie Powell and Hollie Walker of Wieden+Kennedy London, said: “We’ve created an intense, irreverent and crucially-interactive Mouth character we can puppeteer on the fly. The potential for this and for Stride is what makes the campaign so exciting.”
The TVCs join Khaled’s Snapchat takeover as part of an integrated media campaign in support of Stride Gum. Both events precede Stride Gum’s debut of ‘Heaven Sent’ on Saturday, July 30th, a historic event where professional skydiver Luke Aikins will jump from a plane at 25,000 feet with nothing but the clothes on his back, landing safely on the ground.
Khaled promoted ‘Heaven Sent’ during the Snapchat takeover and will serve as one of the interviewers and hosts of the event on July 30th. ‘Heaven Sent’ will air exclusively in the U.S. on FOX at 8 p.m. ET/PT and is executive produced by Mondelēz International.