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Chewing gum brand promotes oral health |
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August 2009 |
 From mid-August until November, Dentyne chewing gum will be setting up specially designed Dentyne boutiques at seven major shopping malls nationwide to offer consumers a choice of three on-the-spot beauty treatments: a back massage, make up or hair styling session.
Pride Maunatlala, senior brand manager for gum at Cadbury SA says 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.
Maunatlala explains that 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.
''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, but good for your teeth.''
In conjunction with the boutique activation, Dentyne has launched a washroom campaign which aims to communicate its oral brand care positioning ''Good for Teeth''. The messages ''Looking good never tasted so good'', ''For the health conscious smile'' and ''It's what all beautiful smiles are chewing this season'' all feature prominently throughout washrooms.
Says Maunatlala: ''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.''
Dentyne boutique mall activations are scheduled, as follows:
* Maponya Mall (Edgars court): 18-23 August
* Gateway (south court): 1-6 September
* Cresta (lower Woolworths court): 14-20 September
* Menlyn (Aviary court): 29 September - 4 October
* Sandton City (upper Woolworths court): 6-11 October
* Canal Walk (Woolworths court): 27 October - 1 November
Stands open at 9am and close at 6pm, except on weekends when closing time is 9pm.
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