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NEW YORK — Stride gum has expanded its flavor lineup with Mintacular, the result of its second collaboration with pro snowboarder/skateboarder and two-time gold medalist Shaun White.
The Kraft Foods chewing gum brand said Tuesday that as with Whitemint — the first Stride Shaun White-endorsed product, introduced last summer — White was closely involved in selecting Mintacular’s unique minty flavor profile and cool package design.
Stride Mintacular is available now at drug stores, supermarkets, mass merchandise stores, convenience stores and other retail outlets nationwide for a suggested retail price of $1.49.
"It’s pretty exciting that we’re able to launch a second flavor, Mintacular," White said in a statement. "Stride is a great partner and working together on both gum flavors has been awesome!"
Kraft noted that the Whitemint launch remains one of the most successful launches in the history of the Stride brand. The Mintacular launch will be supported by an integrated marketing and communications campaign including public relations, advertising and digital support.
In addition, Stride said it released a tongue-in-cheek product demo video with the Mintacular "designers" enthusiastically describing the "incredible" features of the new gum and packaging. A tactic normally reserved for high-end tech products, the video furthers the "A Little Bit Epic" campaign approach and showcases the brand "going out on a limb in a uniquely humorous style that is expected to attract attention," according to the company.
"With a confident, courageous attitude and a willingness to put himself out there every day, Shaun White embodies our ‘A Little Bit Epic’ campaign and the Stride brand overall," commented Stephanie Wilkes, vice president of marketing for confectionary at Kraft Foods.
