Stride set a new Guinness World Record for "most boxes of gum toppled in a domino fashion" | 2019 Press Releases | China | Mondelez International, Inc.

Stride set a new Guinness World Record for "most boxes of gum toppled in a domino fashion"

  1. The new Stride Ice-Cream flavored sugar-free chewing gum is launched
  2. Stride’s music ambassador Justin Huang demonstrates a unique "sweet & cool world" represented by the brand

July 15, 2019, Shanghai – Stride, a chewing gum brand of Mondelēz International, put together a spectacular event here today in Shanghai to challenge a Guinness World Record. At this event, it successfully built and toppled a domino show with 7,046 boxes of the Stride chewing gum, which set a new Guinness World Record for "most boxes of gum toppled in a domino fashion". Stride’s music ambassador Justin Huang attended the event in both “sweet and cool” styles, and enthusiastically interacted with the participating fans. Joost Vlaanderen, President of Mondelēz Greater China, and Heddy Yuan, Vice President, Gum, Candy, Powder Beverage & Chocolate of Mondelēz Greater China, attended the event. With the change of the pattern of the domino show, Stride’s new chewing gum of the ice cream flavor made a debut in the end. The new flavors chewing gum will spice up the summer for Chinese consumers in 2019.



Mondelēz Greater China senior executives Joost Vlaanderen and Heddy Yuan and Stride music ambassador Justin Huang receiving the official GWR certificate

With “unstoppable innovation”, the innovative new chewing gum of the ice cream flavor sets trend for young consumers


Embarked China market for six years, Stride gum has developed its unique market proposition of “long-lasting taste”, and a brand image highlighting “unstoppable” passion. On top of that, its unstoppable innovations together helped the brand to win lots of young people’s hearts by offering numerous special flavors and products. The new chewing gum series of the ice cream flavor launched at this event is another example. It’s designated for the summer season, and was developed based on market research results on young consumer preferences.



Joost Vlaanderen, President of Mondelēz Greater China delivering the opening speech at the event

Joost Vlaanderen, President of Mondelēz Greater China, delivered a speech at the event. He said: "I feel honored and proud to witness Stride’s efforts to challenge a Guinness World Record in a spectacular way with all of you today. Stride has a challenger soul and always ready for a new challenge. Our company also shares this spirit in doing our business. We will continue to empower people to snack right, and to keep the momentum of growth unstoppably, just like Stride."


Having “unstoppable” challenges, Stride successfully won its first Guinness World Record


Joost Vlaanderen, President of Mondelēz Greater China, and Heddy Yuan, Vice President, Gum, Candy, Powder Beverage & Chocolate at Mondelēz China, along with the music ambassador Justin Huang, activated the breathtaking challenge using the iconic Stride Pose as the mysterious activation code.



Stride sets a new GWR for "most boxes of gum toppled in a domino fashion"

Ordered by the official GWR adjudicator, the massive domino show consisting of 7,046 boxes of Stride chewing gum of the ice cream flavor and the watermelon flavor toppled one box after another. Various secret devices, including the huge Stride logo formed by two flavors of chewing gum, mysterious hidden boxes, and a high colorful wall of dominoes, were unveiled. It was breathtaking and nerve-racking for the audience with climaxes one after another. The new Guinness World Record for "most boxes of chewing gum toppled in a domino fashion" was set with a total of 7,046 boxes.



Heddy Yuan, Vice President, Gum, Candy, Powder Beverage & Chocolate at Mondelēz Greater China delivering a speech at the event

Heddy Yuan, Vice President, Gum, Candy, Powder Beverage & Chocolate at Mondelēz Greater China, said excitedly at the event: "Challenging the Guinness World Record is a demonstration of the brand's courage and unstoppable spirit. Through this event, we hope to inspire all our consumers and young people who love Stride by passing on its unstoppable passion and spirit. And I hope that life of you all will be full of tastiness, unstoppable passion and courage."



Sweet & Cool interaction among the Mondelēz executives, brand ambassador Justin and the audience

At the entrance to the immersive passage, the first things you see are the dazzling red and blue lights in combination with the brand's tagline, to cleverly present Stride gum's two very popular flavors – ice-cream and watermelon – to the audience. The participants could take photos in the sweet & cool interaction zones and post them on social media platforms. They could also enjoy the new Stride products at the event to satisfying their visual and taste buds.

Enjoy the unstoppable cool with Justin Huang


Stride's music ambassador Justin Huang also came to the event, to interact with the fans and answer their questions. He said: "I am very happy to be here to cheer on Stride for taking its Guinness World Record challenge toady. I really love Stride's spirit which reflects perseverance and passion. I also want to encourage my fans to love what you do and to pursue your dream unstoppably!"



Stride’s music ambassador Justin Huang

As Stride's music ambassador, Justin Huang previously posted a thread on Weibo with the hashtag #Stride’s GWR Challenge#, inviting his followers to join the challenge. He posted some videos showing the two-side personality (sweet & cool), which went viral, attracting a lot of followers.

In addition, Stride also worked with Justin to produce a song remix entitled Unstoppable Passion. Much expected by his fans, a preview of the MV of the song’s remix was unveiled for the first time at the event. The lively melody sounds exceptionally cool with the R&B element. The lyrics also smell of the sweetness and romance of summer days, which ingeniously combine Stride's world with the unique two-sided personality of Huang, to demonstrate the diversity of the world, and to encourage young people to get rid of restrictions and stay true to their love.

All of the boxes of Stride gum used in the challenge would be donated to the student union of the Shanghai University. They will be used for various student activities in September during the back-to-school season, to give the freshmen students unstoppable surprises, and to ignite their passion for school life.