Mondelez Canada has launched Dentyne Rush, a soft-coated, crystal-filled gum with a TV campaign targeting urban millenials aged 22 to 29.
The new spot, with media planning by Jungle Media, buying by MediaVest and creative from Sid Lee Toronto, is set in Toronto’s Spin ping pong bar and is an extension of the brand’s “Practice Safe Breath” tagline by adding “Like Never Before” to the end.
“Dentyne lives in the world of 20-somethings, and we wanted to move away from having something like ‘boy meets girl in a bar,'” Dave Roberts, ECD, partner, Sid Lee Toronto, tells MiC. “We wanted to tie in the ping pong craze and create a scenario around two people playing ping pong. A lot of the other Dentyne communications are based around giving you the confidence to pursue an attraction, or making you prepared for the moment when attraction might strike. This is helping you to be in the moment when it does strike.”
The English and French campaign is airing on top 20 shows, including Amazing Race Canada, America’s Got Talent and The Big Bang Theory. In addition to the TV buy, Dentyne Rush will be promoted with a fall sampling program across university campuses in Ontario as well as in-stores across the country, including Costco, Walmart and Target.
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i always find it humourous how much money is spent advertising gum!!!!!
i find it stupid how wrigley’s thinks that old stupid jingle is actually doing their “Juicy Fruit” commercial any good, i think it’s totally ANNOYING !!!!!!
So a girl wins at ping pong, chews Dentyne and then becomes a slut. How about showing women as capable human beings and not sex objects. You should be ashamed of yourselves.
why is she a “slut” for kissing the boy … maybe you should re-think who should be ashamed here? though, they should have picked a sexier boy hehe
How about letting us know who the girl in the commercial is? People want to know.
She’s way cuter than the guy
That’s for sure
So Dentyne Rush gives you 9 pieces to a pack, and 3 packs in a “bag”. Good old Dentyne Ice gives you 12 pieces to a pack and 4 packs in a “bag”. Brutal profit grab / dramatically reduced value for money.