Creating a Ridiculously Long-Lasting Impression

Launching Kraft's newest product for the China market, "ridiculously long-lasting" chewing gum Stride also meant bringing in "ridiculously professional" event magicians Pure to help make sure it landed with a bang! 

Over 400 freshman students and media tried their hand at a range of long-lasting challenges, from suspending themselves from sticky walls to surfing on a stick of gum! Other attractions included on-line gaming stations, mini photo studios with live weibo posting and record-breaking challenges like basketball-spinning and double hoola-hooping. Right in the heart of the action, dance battles (with teams clad in the product's three different colours, dancing in three different flavours) added even more charge to the atmosphere.

Emerging from a giant pack of Stride chewing gum, fresh-faced star Ke Zhendong then came on the scene to congratulate the longest-lasting challengers, before a balloon drop topped the moment off. Altogether a ridiculously successful event!