There are over 50 different products in the $5 billion gum industry. So when Cadbury enlisted us to create a product to grow their Stride brand, we knew we had to give gum enthusiasts something special to chew on. Using Space Camp and our 5 Hives, we brought something new to the game – Stride Shift. Stride Shift is the only gum that changes flavor when you chew it – with one variety shifting from berry to mint and another from citrus to mint. Not only does this gum shift flavors, but it shifts focus from typical benefits such as fresher breath or whiter teeth to one of “hyped up hedonics.” So now the gum first pitched as the “ridiculously long lasting gum,” may soon be known for being ridiculously innovative.