NEW YORK, Sept. 20, 2012 /PRNewswire/ -- Stride Gum
is thrilled to introduce iD Gum. This new gum brand
celebrates teens' creativity and thirst for discovery and
individuality and launched last night at a New York City media event. Kellan Lutz was on hand to celebrate the debut,
iD's brand identity and its experiential online
campaign.
(Photo:
http://photos.prnewswire.com/prnh/20120920/LA78225-a)
(Photo:
http://photos.prnewswire.com/prnh/20120920/LA78225-b)
(Photo:
http://photos.prnewswire.com/prnh/20120920/LA78225-c)
(Logo: http://photos.prnewswire.com/prnh/20120920/LA78225LOGO-d)
The makers of iD Gum know that today's teens are seeking
inspiration to discover and explore their multiple passions and by
embodying a "kinda" mentality (Kinda more than gum. Kinda
amazing.), this gum is designed to accompany them on that
journey. The core of the iD Gum brand focuses on the teen
experience, believing it's better to explore individuality by
staying open-minded rather than define themselves with a single
identity. Event guests experienced both the brand's online ArtCade
gaming experience and a display of the unique pack art in a
real-life kinda-arcade, kinda-art gallery atmosphere.
ArtCade is a mind-blowing, totally unique arcade experience
featuring 18 innovative, free online games on iD's Facebook
page (www.facebook.com/iDGumPage) and Android (coming soon to iOS).
Four games launched on September 17,
and new games will be released every Tuesday (unless unlocked early
by collecting and scanning the on-pack artwork). Games will include
everything from dropping t-shirts on dinosaurs (T-Rex in V-Necks),
to collecting sunblock bottles to avoid becoming toast (Ginger
Ninja), and countering a sensei's attacks to prevent him from
revealing too much (Censored Sensei).
"I'm thrilled to celebrate the launch of iD Gum because
it caters to young people who, like me, want to explore, discover
and pursue what makes us curious," said Kellan Lutz. "As an actor and someone who also
enjoys drawing and designing, I appreciate exploring different
passions and embracing my individuality. iD Gum really gets
that in everything from their package design to their online
presence."
iD Gum offers up a delicious twist to the flavors you
love – Peppermint, BerryMelon, and Spearmint – and is packaged in a
sleek, innovative, folding pack featuring a new and unexpected
magnetic closure. iD Gum is delivered in a semi-transparent
cellophane wrapper that hints at what's inside the pack. Once
unwrapped, the pack reveals original artwork sourced from young
emerging artists from around the world. There are 18 designs in
total – so the more you chew, the more you discover. The MSRP is
$1.49 for the single pack and
$3.29 for the multi-pack.
iD Gum, which started shipping to retailers across the
country beginning August 1, is
launching with a fully integrated campaign including TV, Digital
and Experiential. TV spots debuted this week and bring to life the
brand's mantra of "kinda" for consumers.
"Today's teens are really looking for that emotional connection
with their brands and are hungry for new ways to explore and
display their creativity and individuality," said Stephanie Wilkes, Vice President NA Confections, Kraft Foods. "The uniqueness of
iD Gum – from the artwork to the packaging to its online
gaming experience – takes discovery and personal expression to a
whole new level."
Bringing the unique brand experience to teens everywhere,
iD Gum will also be travelling across the country this fall
via a multi-stop truck tour. "Kinda" a camper and "kinda" a canvas,
the truck will bring live enactments of the online ArtCade games
such as T-Rex in V-Necks and Electrocutesy, samples of iD
Gum and swag for consumers, and in some markets, serve as a mobile
surface on which artists can paint. For more information about the
tour, including dates and stop locations, visit
www.facebook.com/iDGumPage.
ABOUT iD Gum
Launched in August 2012, iD
Gum is the newest gum line from Kraft Foods and the makers of
Stride Gum. iD Gum features a unique folding pack
with magnetic closure and comes in 18 different designs from
emerging artists around the world. The gum line offers three unique
flavors including Peppermint, BerryMelon and Spearmint. For more
information, visit www.iDgum.com or www.facebook.com/iDGumPage.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse with
an unrivaled portfolio of brands people love. Proudly
marketing delicious biscuits, confectionery, beverages, cheese,
grocery products and convenient meals in approximately 170
countries, Kraft Foods had 2011 revenue of $54.4 billion. On Oct. 1, 2012, Kraft Foods Inc. will separate into
two companies. Mondelez International, Inc. will be a high-growth
global snacks company with annual revenue of approximately
$36 billion and several
billion-dollar brands including Cadbury, Jacobs,
LU, Milka, Nabisco, Oreo, Tang
and Trident. The spin-off company, Kraft Foods Group, Inc.
will be a high-margin North American grocery company with annual
revenue of approximately $19 billion
and billion-dollar brands including Kraft, Maxwell
House, and Oscar Mayer. A
leader in innovation, marketing, health & wellness and
sustainability, Kraft Foods is a member of the Standard &
Poor's 500, NASDAQ 100, Dow Jones Sustainability Index and Ethibel
Sustainability Index. Visit http://www.kraftfoodscompany.com/
and www.facebook.com/kraftfoodscorporate.
SOURCE iD Gum