ID is a new chewing gum brand launched earlier this autumn by Kraft Foods (now known as Mondelez) in the United States. Its packaging was developed by Landor Associates in Cincinnati.
Primarily targeting teens, the packaging features original artwork commissioned from young emerging artists around the world. The artwork is hidden by a transparent cellophane wrap the consumer has to remove to see the artwork. This encourages interaction that should foster a relationship with the brand. The packaging carries a "by Stride" tag, linking it to a more established gum brand.
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