Dentyne Canada wants Canadians to discuss their kissing habits in a new Valentine’s campaign that stokes the debate over whether or not it’s appropriate to kiss in public.

The ‘Great Kissing Debate’ started this week and runs until Valentine’s Day with a Facebook app that allows visitors to vote to support or decry public displays of affection. In exchange for their opinions, voters receive a free pack of gum.

Pam Clarkson, senior brand manager, Dentyne Canada, tells MiC that the Facebook and Twitter campaign is a way to reach young people and introduce them to the company’s products.

‘We wanted to be where consumers are, and really where we ultimately want to live and have a conversation,’ she says. ‘We’re looking to maximize the talk value leading into Valentine’s Day, and we thought social media were the perfect venues to do that.’

The Kraft-owned brand worked with RocketXL’s Toronto office on the campaign to reach people in their twenties who are socially connected.

The company also hired two spokescouples (one English, one French) to get the campaign some media coverage and spread the word about the brand’s kissing aid.