Teens now have a new outlet for creativity with Stride Gum’s new product, iD Gum. iD Gum aims to celebrate teens’ creativity and thirst for discovery and individuality, and began their quest to indulge teen’s fun side Friday with the New York City launch event. “Twilight” star Kellan Lutz was in attendance to celebrate the gum’s debut as well as iD’s brand identity and experiential online campaign.
The people behind iD Gum realize that today’s teens are looking to explore their multiple passions and by embodying a “kinda” mentality (Kinda more than gum. Kinda amazing.). This gum is designed to accompany them on that journey of exploration. “The core of the iD Gum brand focuses on the teen experience, believing it’s better to explore individuality by staying open-minded rather than define themselves with a single identity,” states the press release.
Event guests were able to experience both the brand’s online ArtCade gaming experience as well as a display of the unique pack art in a real-life kinda-arcade, kinda-art gallery atmosphere.
ArtCade is a unique, mind-blowing arcade experience featuring 18 innovative, free online games on iD’s Facebook page (www.facebook.com/iDGumPage) and Android (coming soon to iOS). Four games launched on September 17, and new games will be released every Tuesday, unless unlocked early by collecting and scanning the on-pack artwork. These awesome games will include everything from dropping t-shirts on dinosaurs (“T-Rex in V-Necks”), to collecting bottles of sunblock to avoid becoming burnt (“Ginger Ninja”), to countering a sensei’s attacks to prevent him from revealing too much (“Censored Sensei”).
Lutz is excited for the launch of iD Gum. “I’m thrilled to celebrate the launch of iD Gum because it caters to young people who, like me, want to explore, discover and pursue what makes us curious,” said Lutz. “As an actor and someone who also enjoys drawing and designing, I appreciate exploring different passions and embracing my individuality. iD Gum really gets that in everything from their package design to their online presence.”
iD Gum, which started shipping to retailers around the U.S. August 1, offers up a delicious twist to your favorite flavors – Peppermint, BerryMelon, and Spearmint. All flavors are packaged in a sleek and innovative folding pack featuring a new and surprising magnetic closure. iD Gum packs also reveal original artwork sourced from young emerging artists from around the world. There are 18 designs in total, so you’ll discover tons of new ideas the more you chew. The gum is available for $1.49 for the single pack and $3.29 for the multi-pack.
iD Gum will also travel across the country this fall thanks to a multi-stop truck tour. “Kinda” a camper and “kinda” a canvas, the truck will bring live enactments of the online ArtCade games such as “T-Rex in V-Necks” and “Electrocutesy,” samples of iD Gum and swag for consumers, and in some markets, serve as a mobile surface on which artists can paint. For more information about the tour, including dates and stop locations, visit www.facebook.com/iDGumPage.
You can see pictures of Lutz and signer (and fellow iD Gum guest co-host) Austin Mahone at the event below the post.
