The whole idea IS to use Pacman to promote the brand. Even though there are many technically better games today, Pacman still remains popular. Instead of the Pacman round guy, this poster uses an actual man. He eats STRIDE gum instead of dots to keep going. Hence the theme: FUELS NON-STOP NONSENSE.

The mailer is a Gate fold which opens into the pacman poster. Samples of STRIDE gum will be attached inside. Also it will reveal a code which can then be used to play a game online similar to the one in the poster.