This 7-Eleven Grand Opening was Mintacular!

Event unveiled both a new store and a new gum flavor from Stride

Published in CSP Daily News

NEW YORK -- The grand opening of 7-Eleven’s newest store in Manhattan on Tuesday offered customers something unexpected--and entire store stocked with nothing but Stride Whitemint and Mintacular! gum.

The store opening was also the unveiling of Stride’s latest addition to its lineup, the Shaun White-inspired, Mintacular! Mintacular, the second collaboration between Stride and professional snowboarder/skateboarder and two-time gold-medalist Shaun White, is available now in stores nationwide. Similar to Whitemint, the first Stride Shaun White-endorsed product, White was closely involved in selecting Mintacular's unique minty flavor profile and cool package design.

To celebrate the launch and give New Yorkers a first taste of Mintacular, Stride teamed up with 7-Eleven Inc. for a one-day event in the Big Apple. On Aug. 21, Stride took over one 7-Eleven store in an unprecedented event where the store only stocked both Whitemint and Mintacular! White was at the 7-Eleven store on East 14th Street between 2nd and 3rd Avenues in New York City to give away samples of the new gum, interact with consumers 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. "[This] event will be a special way to celebrate the opening of our new East 14th Street Manhattan store."

"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!"

In the summer of 2011, Stride successfully launched Whitemint after announcing the multi-year partnership earlier the same year. The Whitemint launch remains one of the most successful launches in the history of the Stride brand.

The Mintacular launch was supported by a fully integrated marketing and communications plan, including PR, advertising (TV, online and OOH) and digital support.

Stride Mintacular is available nationally at convenience stores, mass merchandise stores, drug stores, grocery stores and other retail outlets for a suggested retail price of $1.49.

Stride gum, a Kraft Foods brand, offers a variety of products and flavors, including Shaun White Mintacular and Whitemint, Spark, Winterblue, Sweet Peppermint, Spearmint, and Tropical Trance.

Keywords: 
candy