iD Gum Celebrates Teens' Individuality and Creativity

Stride Gum, a brand of another newly renamed food company, Mondelez International (formerly half of Kraft Foods) rolls out iD Gum, which celebrates teens' creativity and thirst for discovery and individuality in three flavors: Peppermint, BerryMelon and Spearmint.

Packaged in a sleek, innovative, folding pack featuring a new and unexpected 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 -- so the more you chew, the more you discover.

The makers of iD Gum know 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. 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. Launch event guests experienced both the brand's online ArtCade gaming experience and a display of the unique pack art in a real-life kinda-arcade, kinda-art gallery atmosphere.

ArtCade is a mind-blowing arcade experience featuring 18 free online games on iD's Facebook page and Android (coming soon to iOS). Four games launched on Sept. 17, and new games are released every Tuesday (unless unlocked early by collecting and scanning the on-pack artwork). Games 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).

"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," says Stephanie Wilkes, vice president of North American confections. "The uniqueness of iD Gum -- from the artwork to the packaging to its online gaming experience – takes discovery and personal expression to a whole new level."

Suggested retail price is $1.49 for the single pack and $3.29 for the multi-pack.

New Food Products
Product Type:
Candy & Confectionary
Mondelez International