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Dentyne
Dentyne Follows Food

RAN IN: United States

CLIENT
Mondelez International

Jim Low, Sr Category Director, North American Gum
Lauren Sella, Sr. Brand Manager
Lydia Kuo, Sr. Associate Brand Manager

AGENCY
McCann *Lead Agency

Dina Hovanessian, SVP, Group Account Director
Lauren LaValle, SVP, Group Account Director
Julien Delatte, SVP, Group Strategy Director
Rachel Heiss, Account Executive
Amanda Perring, Sr. Strategist
Tom Murphy, Co-Chief Creative Officer
David Waraksa, VP, Creative Director


Starcom


VaynerMedia


Momentum Worldwide


Geometry Global


SUMMARY

The gum category had been in a free fall for the past five years, with plummeting sales and vanishing relevance. With only 4% market share, Dentyne couldnt afford to fall victim to the widespread, unrelenting declines that plagued the category. A two-fold objective: Reconnect with pop culture and reframe Dentynes fresh breath benefit. The opportunity? Food. The idea? Dentyne Follows Food. The results? 11% sales velocity growth the highest for Dentyne Ice since 2011. The cherry on top? Record-breaking engagement and a return to cultural relevance.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Events, Interactive/Online, OOH, Print, Retail Experience, Social Media, Sponsorships

Audience: Other

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English