CADBURY PROMOTES DENTYNE FIRE
By Adnews Staff
Toronto-based Cadbury Adams is promoting a new cinnamon-flavoured gum called Dentyne Fire with a national ad campaign created by MacLaren McCann of Toronto. This is the first Dentyne sub brand since Dentyne Ice was released in 1995. Dentyne Fire went into distribution last month. Television advertising for the product broke on network and specialty stations on Monday. The 30-second commercial uses the tagline, "Unleash the Heat." Advertising will run through 2004.
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