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NEW YORK -- Stride Gum is teaming up with 7-Eleven and professional snowboarder and skateboarder Shaun White to promote the launch Mintacular gum with a special event today in New York. Stride is taking over the 7-Eleven store located on East 14th Street between 2nd and 3rd Avenue, which will stock only the new gum and White's previous gum collaboration with Stride, Whitemint.
Shaun White will be on hand to give away samples, interact with customers and speak with the media.
"7-Eleven stores are known for being among the first to sell many products popular with convenience-oriented consumers, so for us to be part of the Stride and Shaun White launch for their newest flavor, Mintacular, is a bonus for us and our customers," said Laura Gordon, 7-Eleven Inc.'s vice president of brand innovation. "Today's event will be a special way to celebrate the opening of our new East 14th Street Manhattan store."
Stride will support the Mintacular lunch with a fully integrated marketing and communications plan that includes public relations, multi-format advertising and digital support. The company first launched its advertising campaign on Aug. 1 through a "mystery" billboard that featured the date "8.13.12." On Aug. 13, the image was changed to reveal Shaun White holding a pack of Mintacular gum with the text "Stride Mintacular. Chewing Redefined. Again."
"It's pretty exciting that we're able to launch a second flavor, Mintacular," said White. "Stride is a great partner and working together on both gum flavors has been awesome!" Additionally, Stride released a tongue-in-cheek product demo video that features Mintacular's designers describing the new gum's features and packaging, a tactic normally reserved for high-end tech products, said 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," said Stephanie Wilkes, vice president, marketing confectionary, Kraft Foods. "We are also thrilled to partner with the 7-Eleven team, who allowed us to completely transform their store into a Stride Mintacular 'paradise' so people can try Mintacular in a fun, engaging way. Even if you don't live in New York City, you can try Mintacular at stores nationwide -- a product that we know will be as successful as our first Shaun White-inspired product."