Tired of Tradition, Honey Maid’s Marketing Chief Chose to Put the Spotlight on Modern Families
Brand Marketing
It always seemed strange to Gary Osifchin that the characters in traditional advertising were so, well, traditional. "There was the Caucasian female lead, with the French manicure," Osifchin says, "or [...]
The Spot: Chewing Is Believing
Brand Marketing
IDEA: For years under JWT, Stride was "the ridiculously long-lasting gum." Wieden + Kennedy in London, which took over U.S. ad duties in December, felt that positioning had lasted a [...]
Talking Wad of Stride Gum, Left for Dead, Is Reunited With Its Chewer
Creativity
JWT Puerto Rico slapped together four new spots for Stride featuring an emotionally troubled green gumwad who's been left to ponder his mortality under a high school desk. He wallows [...]
Stride Challenges You to Break Records for Long-Lasting Activities
Creativity
Most of us can find perfectly enjoyable ways to waste our time without brand intervention.
You Will Die, but the Stride Gum You’re Chewing Will Live On
Creativity
This JWT spot uses gross-out humor to illustrate that Stride gum is ridiculously long lasting, even if those who chew it aren't. A woman brings home an urn containing her [...]