There are over 50 different products in the $5 billion gum industry. So when Cadbury enlisted us to create a product to grow their Stride brand, we knew we had to give gum enthusiasts something special to chew on.
Using our Innovation Compass and the 5 Hives—our panel of “culture experts”—we created a concept that brought something new to the game—Stride Shift.
Stride Shift is the gum that changes flavor while you chew it, with one variety shifting from berry to mint and another from citrus to mint. Not only does this gum shift flavor, but we shifted the focus from typical benefits such as fresher breath or whiter teeth to one of “hyped up hedonics”.
Aimed at teens, college-goers and gamers, the product conjures up the classic chocolate and peanut butter marriage of Reese’s, and asks, “Can fruit and mint live together in one piece of gum?”
So now, the gum first pitched as the “Ridiculously Long Lasting Gum” may soon be known for being ridiculously innovative.