Who is Strides target consumer?
It’s teens and young adults who are interested, from a product [standpoint], in long-lasting gum, and we are the ridiculously long-lasting gum. We bring a distinctive personality to the table that has resonated over the last four years with our target. These are very independent, engaged young teens and adults who like the idea of a long-lasting gum because they are always doing so many things. They are a bit bored, and they’re looking for something to distract them. All of our gums — from a product and communication standpoint — offer that. You’ve also sent the Stride Ram tweeting under the Twitter handle @stridegum recently. What’s the thinking behind that? And why does he speak in Ramglish? Consumers really get our ads. They love the story; they love the characters of the Stride [brand] and these random kinds of interactions between animals and humans — with the animals trying to do everything they can to get people to spit out their [Stride] gums. Consumers have come to associat
