W+K London hits its Stride with relaunch campaign for Kraft chewing gum

Long before it was snapped up by Kraft, Cadbury thought it had put itself out of the reach of such predators by buying US chewing gum firm Adams, whose best known brand is Trident.

Now new(ish) owner Kraft has turned from long-serving agency JWT to Wieden+Kennedy London to try to put some energy into another former Adams brand, Stride.

Stride was launched in 2006 with the line ‘Ridiculously long lasting gum’ but Wieden+Kennedy prefers ‘A little bit epic’ in this over-the-top relaunch ad ‘Meeting the ex,’ directed by Traktor. From functionality to fun, you might say.

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