30 second TV spots brought to life the consequences of not spitting out. Simultaneously, 15 sec spots parodied the lawyer genre of spots and showed that if people were being harmed by the over-zealous and over-ambitious Stride marketing team, there was legal help at hand.Wild postings and print executions used the medium well to trick people into spitting out their gum and finally all communication led people to stridegum.com where people were recruited and trained via video games to use any and every means to get the gum out of people’s mouths.....The tongue in cheek tonality kept the campaign fresh and funny, while still driving home the core message that Stride is the ridiculously long lasting gum and if you’re not going to spit out that piece, we will make you do it.

For the client, Cadbury Adams, this campaign helped it gain a 7 point market share in an over-crowded gum market. It increased awareness that Stride was a ridiculously long-lasting gum and that the flavor lasted way too long.The consumer, the elusive 16-24 year old, embraced and evangelized the message. User-generated parodies of Stride TV spots populate the YouTube site. Campuses have reported many a student group pranking their friends and forcing them to Spit It Out – all in good spirit and fun. The website received thousands of hits in the first few days, and the initial batch of free samples given out to online users were gone in a few hours.