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SBD/September 19, 2011/Marketing and Sponsorship
Shaun White Inspires New Flavor Of Stride Gum, Appears On Packaging
Published September 19, 2011
Kraft Foods brand Stride gum is coming out with a "new flavor of chewing gum" named after Gold Medal-winning snowboarder Shaun White -- Whitemint -- and the brand will feature “his likeness on the package,” according to Andrew Adam Newman of the N.Y. TIMES. While Stride is “generally aimed at consumers ages 18 to 34, Whitemint aspires to appeal to the younger end of that spectrum, 18 to 24 -- and may appeal to even younger chewers.” Stride did not disclose financial details but White is “estimated to earn at least $2 million annually for each endorsement deal.” White appeared “briefly in a commercial for a Stride line called 2.0 that was first shown in June” and he will appear in “a new commercial for Whitemint scheduled to begin” today. In the new spot, the brand’s mascot, a ram, “stands idly in a conference room where the marketing team and White are gathered.” The manager leading the meeting says, "New Stride Whitemint is a hit, but it lasts too long. How do we get people to chew another piece?” White says, “I got this one.” He then gestures “for an abominable snowman wearing a headband and earphones to enter the room." The creature "slugs the manager in the stomach, forcing him to spit out his gum.” Newman notes White currently licenses “a clothing line for Target, a sunglasses and goggles line for Oakley, a gear line for Burton Snowboards, and two video games -- Shaun White Snowboarding and Shaun White Skateboarding -- for Ubisoft” (N.Y.TIMES, 9/19).