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Kraft Debuts Stride Mintacular Gum

Posted On: 8/25/2012

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Kraft, Stride Mintacular

NEW YORK CITY -- Kraft has expanded its Stride gum lineup with the addition of Mintacular. The new gum, with a unique minty flavor profile, is the second collaboration between Stride and professional snowboarder-skateboarder and two-time gold medalist Shaun White. Stride launched Whitemint last summer after announcing the multiyear partnership earlier the same year. It remains one of the most successful products in the history of the Stride brand, which is aimed primarily to the 18- to 24-year-old demographic, according to Kraft.

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."

Coinciding with the gum's unveiling, Stride released a tongue-in-cheek product demo video that featured the Mintacular "designers" describing the features of the new gum and packaging. | SEE VIDEO

Launched in 2006, the Stride lineup includes Spark, Winterblue, sweet peppermint, spearmint and tropical varieties.