Marketing
Stride chewing gum was unveiled at the All Candy Expo in 2006, when, after three years of product development, Cadbury claimed that through the use of proprietary sweetener mannitol it had produced a gum with longer lasting flavor. Cadbury marketed the gum as "The Ridiculously Long Lasting Gum". Following competitive campaigning, New York based advertisers JWT were selected to handle the $50 million launch advertising, creating a series of work-place related ads that proved popular with consumers, according to polls by USA Today. These ads include the CEO of Stride gum begging customers to buy more gum as was popular at first but lasted too long and nobody came back for more. (October 29, 2006) In addition, Cadbury received an industry OMMA Award for online advertising creativity on September 25, 2007 for "Best Use of Gaming" in connection with its "The Ridiculously Long-Lasting Gaming Event", when on June 21, 2006. Stride teamed with Xfire to host a live "shoutcast" national videogame all-star challenge. Stride chewing gum sponsored a world-wide trip by Matt Harding in order for him to produce a popular viral video on YouTube in 2006. Starting November 5, 2009, Cadbury in connection with Kongregate sponsored "The Longest Lasting Game" contest, challenging game developers to design a game based around endurance in one month.
The growing gum market for Stride and other Cadbury-Adams brand Trident in the United States contributed to unexpectedly strong sales for the company in 2007.
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