Stride - Enough is Enough! What happens when your product is so good it is forcing you out of business, and what you can do about it?

Cadbury’s Stride chewing gum brand wanted to market its longevity using humour and an irreverent tone.

Stride – Enough is Enough! What happens when your product is so good it is forcing you out of business, and what you can do about it?

JWT, New York

SUMMARY

It was bound to happen.

The chewing gum industry has for years had a holy grail: to make a chewing gum that lasts longer than any other gum out there.

On cracking the new technology, Cadbury reckoned it was worthy of a new brand, and Stride was born. It became one of the most successful launches in the company's history on the back of a simple platform –...

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