Press Release - Dentyne Mall Activations
Mirror mirror on the wall, who has the most beautiful smile of them all?
This spring, Dentyne chewing gum will ensure that all aspects of your beauty routine are taken
care of. From mid-August, the brand will be setting up specially designed Dentyne boutiques at
major shopping malls nationwide until November 2009.
The boutiques will offer consumers a choice of three on-the-spot beauty treatments; a back
massage, a make up session or hair styling. Consumers simply need to purchase two packs of
Dentyne to gain access to the stand, giving them the opportunity to choose any one of these
treatments offered.
The aim of the Dentyne boutique is to educate consumers about the functional benefits of
chewing Dentyne and to encourage consumers to make oral care a priority.
“There are many boxes to tick off in our daily beauty routine but many overlook oral care.
Chewing a piece of sugar-free Dentyne with Xylitol is proven to assist in promoting healthy teeth
and gums and needs to be included in our overall routine. Women connect through a healthy
smile and what better way to look after it than with Dentyne,” says Pride Maunatlala, Senior
Brand Manager for Gum, Cadbury South Africa.
The Dentyne boutique activation will be set up at seven malls nationwide, kicking off in
Johannesburg at Eastgate Mall from 11-17 August. As part of the awareness phase Dentyne
Blueberry samples will be distributed throughout the mall for the week prior to the activation.
Dentyne Blueberry is a delicious berry flavoured sugar-free gum which is not only great tasting it’s also good for your teeth.
In conjunction with the Dentyne boutique activation, Dentyne have launched a washroom
campaign which aims to communicate its oral brand care positioning ’Good for Teeth’. For
example; ‘Looking good never tasted so good’, ‘For the health conscious smile’ and ‘It’s what all
beautiful smiles are chewing this season’ are all featured prominently throughout washrooms.
The advertising strategy includes both washroom frames and Mirror Media to ensure that women
are reminded about Dentyne’s health benefits as they look at their smile in the mirror and
complete their overall beauty routine.
Other mediums chosen to communicate these messages include Virgin Active billboards and key
health sites on the internet as well as print.
“Not only is Dentyne great tasting, it is also good for teeth and through this campaign we hope to
entrench Dentyne as your perfect oral care partner and an essential part of your overall beauty
regime,” concludes Alistair Mokoena Cadbury Marketing Director – Candy & Gum.
More reasons to keep Dentyne handy: Sugar free Dentyne with Xylitol assists in promoting
healthy teeth and gums. Here’s how it works: chewing sugar-free gum with Xylitol straight after a
meal stimulates the production of saliva. Because saliva contains a mild alkali it neutralizes the
acid in the mouth and prevents it from attacking the enamel protecting your teeth – while
sweetening your breath with a refreshing fruity or mint flavour.
Dentyne sugar-free chewing gum is endorsed by The South African Dental Association and
carries the tooth- friendly logo on each pack.
Dentyne boutique mall activation schedule:
Stand opens 09:00 and closes at 18:00 (except on weekends – closes at 21:00)
Eastgate
11-17 Aug
Lower Edgars Court
Maponya
18-23 Aug
Edgars Court
Gateway
1-6 Sep
South Court
Cresta
14-20 Sep
Lower Woolworths Court
Menlyn
29 Sep–4 Oct
Aviary Court (Truworths & Stuttafords)
Sandton
6-11 Oct
Upper Woolworths Court
Canal Walk
27 Oct–1 Nov
Woolworths Court
ENDS
Issued by:
Abigail Mclean
Public Relations Consultant: Cadbury
(011) 253 4137
083 539 6435
Abigail.mclean@cadbury.com
On behalf of:
Alistair Mokoena
Cadbury Marketing Director – Candy & Gum