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Issue Date: Vol. 52, No. 10, October 2012, Posted On: 10/8/2012

Mondelez's New iD Gum by Stride Takes Aim At Teens

Emily Jed
TAGS: vending, vending machine, vending product, gum, confection, iD Gum, Stride, Cadbury, iD Gum by Stride, Kraft, Mondelez, iD ArtCade, Snowhoarding
Stride, iD Gum

NORTHFIELD, IL -- Mondelez International, formerly Kraft Foods, is launching its newest teen-targeted gum -- iD Gum by Stride -- and promoting it through an innovative social media campaign.

The new gum comes in folding packs with a semitransparent cellophane wrapper that hints at what's inside. Once unwrapped and unfolded, the pack reveals 18 versions of original hand-drawn art by emerging artists from around the world.

Each piece in a pack features a different swirl design on the surface of the gum, which comes in peppermint, spearmint and berry melon flavors.

Creating fanfare around the gum's launch is iD ArtCade, an interactive gallery and video arcade featuring 18 games for Facebook, tablets and smartphones. It uses the packaging design to help players unlock and heighten the experience of some of the games, which include Snowhoarding -- described as a hybrid of "thrashing" and " "stashing," as players collect sneakers, shopping bags and other junk while snowboarding.

The gum's launch comes just as Kraft Foods' split of its gum, candy and snack business into a new company -- Mondelez International -- became official on Oct. 1. | SEE STORY

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