Stride, advertised as “The Ridiculously Long Lasting Gum,” kicked off its new “Be Ridiculously Long Lasting” campaign June 21 in New York City with the help of the Stride gum ram and actor Wilmer Valderrama. Starting in Times Square and ending in Herald Square, Stride gum set its own long-lasting record—the first ever Running of the Rams event—a play on the world-famous Running of the Bulls, with Wilmer as the official Matador.
The event, which featured 50 runners in ram costumes and a celebrity Matador, supported and kicked off the national launch of Stride gum.
Also part of the campaign, through Oct. 12 Stride gum is setting out to create the record for the Longest Lasting Streak of Long Lasting Records, by posting one ridiculously long lasting record-breaking video daily on its Facebook page, YouTube channel and URDB-branded page for 100 days sent in by fans. At the end of 100 days, the final 100 record holders will win a cash prize of $500. The program will also extend one or two weeks past the last record release, to give fans a chance to break that last record. For more information, visit www.facebook.com/stride-gum.
Maurice Herrera, senior director–U.S. Gum for Kraft Foods, said, “With the ‘Be Ridiculously Long Lasting’ campaign we’ll set the records and fans can try to break them. It’s a great way for consumers to engage in our long lasting platform every single day.”