W+K London launches Gumulon game for Stride

Chewing gum is filthy stuff but Wieden+Kennedy London is trying its hardest to put a smile on the face of the unmentionable (especially if you tread in it) with a Gumulon app-based game for Mondelez International’s Stride.

Mondelez has just launched Stride in China – so that’s a load more sticky shoes. Quite ironic that the brand’s called Stride really.

W+K London seems to be (non-sticky) flavour of the month with Mondelez, having just picked up the global account for Halls confectionery/medicated sweets.

Mondelez, of course, is trying to extend its payment terms to agencies to about two years. But I expect that shrewd W+K boss Neil Christie has negotiated a compromise.

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