Mondelez's Stride Gum turns marketing into profit center
In July 2016, Stride Gum sponsored a live, 60-minute show on Fox in which veteran skydiver Luke Aikins jumped out of a plane without a parachute at 25,000 feet (nearly five miles high).
There were only two catches:
- Aikins had to jump without a parachute.
- To survive, he needed to land in a net suspended above the ground that was just one-third the size of a football field.
Aikins lived. And, rather than face a marketing disaster of epic proportions, Mondelez International – the confectionery, food and beverage...