Supplier News Breaks Archives
Dentyne kicks off Safe Breath Alliance promotion
January 12th, 2011
EAST HANOVER, N.J. – Dentyne is launching the Safe Breath Alliance (SBA), which the fresh-breath sugarless gum brand said is the first completely made-up organization committed to educating Americans about the importance of practicing safe breath.
The Kraft Foods brand said this week that actor and comedian Marlon Wayans will be leading the initiative and star in public service announcement-style commercials to promote and raise awareness for the cause.
"Our main goal for the Safe Breath Alliance is ensuring people everywhere practice safe breath with Dentyne, and we want to recruit new members to join the cause and help us spread the word," commented Gary Osifchin, marketing director for Dentyne. "We are thrilled that Marlon Wayans has agreed to be the face of the Safe Breath Alliance and will lead the charge to encourage Americans everywhere to practice safe breath by chewing Dentyne gum."
An integrated marketing campaign will support the launch of the 2011 Dentyne Safe Breath Alliance campaign. Digital and social media programming, national consumer promotions and public relations activities will support the SBA throughout the year. A new TV spot featuring Marlon Wayans began airing nationally this week.
Consumers are encouraged to join Marlon Wayans and the SBA by going to Facebook.com/Dentyne. On Facebook, consumers will be able to access exclusive content and have the opportunity to play an instant-win game for the chance to take home one of 100 daily prizes.
Because it is especially critical to practice safe breath during times when close connections are celebrated, such as Valentine's Day, the SBA's first official action is to declare February 2011 "Practice Safe Breath" month, according to Dentyne.
Dentyne's offerings include Dentyne Ice, which delivers bold breath freshening with intense yet smooth flavors like Arctic Chill, Vanilla Chill, Peppermint, Spearmint, ShiverMint and Dentyne Fire. There's also Dentyne Pure, which the company said is first in the gum category with NeutraFresh, a proprietary blend of ingredients that is clinically shown to neutralize bad breath odors. It's available in Mint with Herbal Accents and Mint with Melon Accents flavors.