New Stride gum flavor leverages White in its package design
Posted by Lisa McTigue Pierce -- Packaging Digest, 7/20/2011 10:58:06 AM
Stride Whitemint—a long-lasting intense mint—was developed to add an exciting, new flavor to the Stride Gum portfolio. White helped select the flavor and was instrumental in creating the package graphics from start to finish. The packaging offers a simple, cool design with exclusive graphics that bring White's personality to life. Additionally, five unique comedic scenarios of the sports icon interacting with the Stride Ram (the brand's iconic character) were created and are randomly featured inside each pack for some fun and unexpected humor.
"Shaun White embodies what Stride Gum is all about," says Maurice Herrera, senior director-U.S. Gum, Kraft Foods. "He's authentic, unexpected and groundbreaking, and we're thrilled to have him representing us and being a part of this new product."
The name Shaun White is synonymous with excellence and defying convention. Whether he's winning gold medals at the Olympics and X Games snowboarding/skateboarding or designing the next collection for his clothing lines, White is all about finding new ways to challenge himself and excel. Continuing his long-lasting streak, he took home his fourth straight superpipe gold at the 2011 Winter X Games.
"Choosing the Whitemint flavor and working with Stride on the creative process has been fun," says White. "When Stride approached me about partnering with the brand, I knew it would be a great fit and I'm looking forward to working with them on more exciting things."
As part of his relationship with the brand, White will engage in a variety of promotional activities throughout the year, including a Whitemint TV spot set to air in the fall.
Stride Whitemint will be rolling out now through September 2011 at convenience stores, mass merchandise stores, drug stores, grocery stores and other retail outlets for a suggested retail price of $1.49.
Source: Kraft Foods Inc.
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