• September 13, 2012

Kraft Foods is hoping to score with teens with a new gum and a launch campaign that emphasize novelty and entertainment.

ID Gum by Stride -- which Kraft thinks could be one of the biggest launches in its history -- comes in folding packs with magnetic closures and features 18 versions of original, hand-drawn art by  young, emerging artists from around the world, reports Ad Age.

The campaign, launching Sept. 17, is from Droga5 and is taglined: "Kinda more than gum. Kinda amazing."

That theme is meant to reflect and celebrate teens' penchant for being "kind-of" into more than one thing at a time.

The campaign includes TV spots featuring quirky characters (like a guy who lives in the mountains and likes to put wigs on bald eagles); an interactive gallery/video arcade with games for Facebook, tablets and smartphones; and a tour featuring a camper truck that also serves as a canvas for artists to paint on, plus live enactments of the online games.