Trident Brand Mobile Experience To Offer Personalized Rewards To Gum Chewers This Holiday Season

Kum & Go Shoppers First To Engage In Trident Branded Mobile Experience
Leveraging Wearable Technology Powered By Strap And Koupon Media

CINCINNATI–(BUSINESS WIRE)–Just in time for the holidays, when healthy habits tend not to stick,
Trident Brand announces the launch of their C.H.E.W. (Change Health
Every Week) campaign in select Kum & Go convenience stores to reward
shoppers for healthy and active behaviors over the holiday season.
Shoppers can opt in to share their data including activity, sleep and
food details from their choice of wearable device, smartphone, or
activity app, in exchange for exclusive offers. Trident Brand is working
with human data intelligence platform, Strap, and mobile couponing
platform, Koupon Media, to execute the campaign within Kum & Go’s mobile

Shoppers can opt into the C.H.E.W. campaign within the Kum & Go mobile
app. The Strap platform will trigger Koupon Media to send an offer
inside the app when an individual user reaches pre-fixed thresholds; for
example, ‘When a user reaches 10,000 steps, send an offer for a free
pack of Trident gum.’

The C.H.E.W. campaign is snacking giant Mondelēz International’s first
innovative campaign using wearable technology. Mondelēz International is
working with Strap through its Shoppers Futures program, a competition
which pairs startups with Mondelēz International power brands to pilot
solutions in retailer locations in just 90 days.

“Shopper Futures allows us to collaborate with some of the brightest
minds in mobile technology and tackle pressing retail issues and the
increasingly complex path-to-purchase, ultimately shaping the future of
retail, in-store and online,” said Kim Yansen, Director, Field Shopper
Marketing, Mondelēz.

“Wearable technology is the future and Strap’s innovative, health and
wellness-based platform will help Trident Brand start to harness the
power of this new data source,” said Mindy Rickert, Associate Director,
Shopper Marketing (Small Format).

“Having the ability to send real-time notifications based on fitness
activity and other data will help us increase engagement in our mobile
app and make our messages more relevant to customers living a balanced
lifestyle,” said Mike Templeton, Digital Marketing Manager at Kum & Go.

“The Trident campaign allows us to target Kum & Go offers using an
entirely new set of data,” said Charlie Lang, VP of Product at Koupon
Media. “Not only can we reward shoppers for physical activity, but we
can deliver offers that complement a customer’s food choices or sleep
habits. A rough night of sleep, measured through a fitness tracker,
could lead to an offer for a cup of coffee the next morning.”

“Through campaigns like C.H.E.W. we’re able to help brands and retailers
reach a new level of personalization,” said Steve Caldwell, Co-Founder
and CEO of Strap. “At Strap we see a future where you get offers for low
calorie foods when you’re a few calories away from your goal, or
discounts on coffee drinks the morning after you pulled an all-nighter.
This campaign with Trident Brand and Kum & Go is our first step towards
being able to personalize consumer experiences with human data

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking
powerhouse, with pro forma 2014 revenue of more than $30 billion. For
more information, visit

About Kum & Go, L.C.

The fifth-largest, privately held and company-operated convenience store
chain in the U.S, Kum & Go is an industry pioneer founded on providing
exceptional service and delivering more than what customers expect. For
more information, visit

About Strap

Strap enables actionable human data intelligence to inform and improve
marketing and engagement programs. For more information, visit

About Koupon Media

Koupon Media is the world’s largest mobile coupon platform, with over
40,000 retail stores using our technology to target, distribute, and
redeem traffic driving, in-store offers. To learn more, please visit


Sophie Turcotte, 817-915-0867