Mondelez's Stride Gum turns marketing into profit center

This event report examines how Stride, a gum brand owned by Mondelez International, used a record-breaking skydiving attempt to drive its new model of content monetization.

Mondelez's Stride Gum turns marketing into profit center

Reed Karaim

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...

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