Stride Offered One Million Advertising Contract to Hua Chenyu, the Champion of "2013 Super Boy" | 2013 Press Releases | China | Mondelez International, Inc.

Stride Offered One Million Advertising Contract to Hua Chenyu, the Champion of "2013 Super Boy"

  • Stride’s brand awareness and sales had grown significantly during the airing of the show 
  • First time for Stride to sponsor a TV talent show; creative integrated marketing campaign received overwhelming results

(Shanghai, September 28, 2013) – Lasted for five months, the recent popular TV talent show, "2013 Stride Super Boy", wrapped up last night. Stride, as the exclusive title sponsor of the show, offered an advertising contract of RMB one million to Hua Chenyu, the champion of the competition, to further promote the brand story.

Holly Yuan, Marketing Director (Confectionary) of Mondelez China (the former Kraft Foods China), said: "One year after its official launch in China, Stride has created impressive sales numbers and its slogan 'Can’t Stop At All' has also become one of the commonly used catchphrases among the young people. This year, to get Stride even closer to young adults and encourage them to keep challenging themselves, Stride sponsored an entertainment show for the first time globally. Our cooperation with Hunan Satellite TV demonstrates the synergies of two strong players. '2013 Stride Super Boy' attracted more than 300,000 young people to sign up, and during the airing of the show, Stride's sales increased significantly and its brand awareness and reputation were also greatly enhanced."


As a brand deeply fond by young people, Stride has been known for its bold and innovative marketing campaigns across the globe. At its official launch last year, the brand initiated the Stride Long-lasting Challenge Day and an online campaign to collect a record of 100 million-minute chewing time with the Chinese consumers. In 2013, Stride launched a new TV commercial “Can’t Stop At All – Guitar Playing Episode” to echo the show, and Stride brand ambassador, a popular Taiwanese actor, Ke Zhen-dong took the lead. Stride also initiated the campaigns at Weibo to encourage viewers to post their comments of the show and support their favorite singers. The campaign has deepened the interactions between the fans of the show and the brand. As to this September, the number of fans followers of Stride's official Weibo account soared from 70,000 at the beginning of the show to 670,000.

"It's a great honor for me to become the brand ambassador of Stride" said Stride brand ambassador Ke Zhen-dong. "During the past year, Stride and I have witnessed each other's growth. As advocated by Stride, I hope more young people can keep the courage to encounter different challenges in life."

About Stride

Stride is a gum brand of Mondelēz International. As one of the global gum leaders, Stride has established world-class R&D centers in the UK, Brazil and Japan with more than 200 scientists. Stride’s well-known long-lasting taste release technology was invented in the United States, since then the brand has become a massive hit among young adults. Stride was launched in China in 2012, the trendy packages and unique flavors have brought a cool and long-lasting great taste experience for Chinese consumers.

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2012 revenue of USD 35 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and OREO biscuits, Tang powdered beverages and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index.

About Mondelēz China

Mondelēz China (former Kraft Foods China) entered the China market in 1984. Headquartered in Shanghai, Mondelēz China is a leading snacks company, including biscuits, confectionery and beverages. With more than 6,000 employees, Mondelēz China has established eight manufacturing plants in Beijing, Suzhou, Shanghai, Guangzhou and Jiangmen. Mondelēz China is officially renamed as of July 1, 2013, upon its completion of the legal procedures. Official website:; Weibo:

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