Yep, apparently you can White-inize anything, including gum. So now, we have Whitemint, a new flavor from Stride chewing gum owned by Kraft Foods. For $1.49, you can White-inize your teeth. Ahhhhh, just feel the Shaun White coating your teeth. Supposedly, there is a ground up Shaun White red hair in every packet? (I know what you’re thinking, “red hair in a gum called white? WTF?”) Still waiting for confirmation on that…
We should create a think tank that just comes up with ideas of products that Shaun can endorse and trademark. The last name of White makes it easy. I think there’s clearly room for Shaun White soap, hair gel, EZ cheese, and bathroom spray.
Has anybody else ever had a gum named after them? LeBron James was all I could come up with. In 2005, Bubblicious introduced LeBron’s Lightning Lemonade. It was discontinued in 2007. Personally, I think LeBron is the man…but I don’t want to think about him when I’m chewing gum. Shaun on the other hand…
So, who is the marketing audience for the Shaun White gum?
“A lot of 10- to 12-year-olds hold Shaun in high esteem,” -Mr. Herrera, senior director of United States gum brands for Kraft.
Ah, I see…
What to consumers think about the Shaun White Gum?
Asked what they find lacking in gum, the top response from consumers is that the flavor should be longer lasting, with 57 percent saying so, far more than wish for better tasting flavors (11 percent), stronger flavor (9 percent), or a wider range of flavors (8 percent), according to Mintel, a market research firm. – nytimes.com
Shaun, no doubt, is killing it. He is estimated to bring in $2 million a year for each of his endorsement deals. Not bad, kiddo.
Current Shaun White Products:
– Target clothing line
– Sunglasses & goggles line for Oakley
– Gear line for Burton Snowboards
– Two videos games, Shaun White Snowboarding & Shaun White Skatebording (both Ubisoft)
Why is Shaun so marketable?
Bloomberg Business week ranked Shaun the #2 most powerful athlete in the world.
“He combines dominance on the slopes with a friendly face and personality. All this adds up to instant marketability.” -businessweek
There is no arguing that Shaun is the best at what he does. Add his unique style, good smile, and fun personality to that and you’ve got solid gold. I’m looking forward to the stories that’ll come out of Tahoe this winter with him traipsing around.