Introducing iD Gum ... 'Kinda'

Kraft rolls out new brand with new packaging concept, experiential campaign

Published in CSP Daily News

NEW YORK -- Kraft's Stride Gum has introduced iD Gum. This new gum brand celebrates teens' creativity and thirst for discovery and individuality, and it was launched at a New York City media event. Actor and model Kellan Lutz was on hand to celebrate the debut, iD's brand identity and its experiential online campaign.

The makers of iD Gum said 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.

"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 for Kraft Foods.

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 pack art in a real-life "kinda-arcade, kinda-art gallery" atmosphere.

ArtCade is an arcade experience featuring 18 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).

iD Gum's flavors include Peppermint, BerryMelon and Spearmint, and it is packaged in a folding pack featuring a new 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.

The manufacturer's suggested retail price (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.

Bringing the brand experience to teens, 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, samples of iD Gum and "swag" for consumers, and in some markets, serve as a mobile surface on which artists can paint.

Northfield, Ill.-based Kraft Foods Inc. is a global snacks company with a portfolio of biscuits, confectionery, beverages, cheese, grocery products and convenient meals brands in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion; 12 of the brands-- Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident--generate revenue of more than $1 billion annually.

Keywords: 
candy, sweet snacks