What’s Mom Doing? 1.3 Reading Newspaper 1.3 Reading Magazines 1.3 Hobbies/Crafts 1.0 Reading Books 1.2 Time with Friends 1.3 Commuting 1.5 Listening to Radio 1.9 Relaxing 1.9 Eating 2.6 Chores/Errands 2.9 Watching TV 3.0 On the Internet 4.0 Time with Family 7.2 Sleeping 7.3 Working The demands on Mom’s attention total 38 hours per day ACTIVITY HOURS/DAY
What happens when a gum company makes a product that lasts so long it’s actually bad for business? Stride launched with an integrated campaign that answers that question.
Due to limited budgets, Stride needed to outsmart rather than outspend the leader. This meant creating an engaging brand personality and emotional bond with consumers.
Internet learning gave us the clue that there was an almost perfect intersection between the entertainment needs of this irreverent target group and Stride’s strategic need to establish itself as an edgy challenger.
The Big Idea
Maybe the Flavor Does Last Too Long? Can a new product deliver so well on its promise that it harms itself, and in turn, the people who created it?
The Stride Story
An Integrated Engagement Print Digital Television Banner Ads