WARNER LAMBERT ADDS INTERNET TO THE MARKETING MIX
By Adnews Staff
Warner-Lambert of Toronto has taken its Dentyne Ice campaign online. The company is promoting the brand on MuchMusic's Cinema Virtuoso site. Under the promotion, called Kiss and Tell, users will share their best and worst date experiences. They will have a chance to win a date for two which will include dinner, a movie, limousine service, Dentyne Ice leather jackets and product, as well as Blockbuster merchandise. Weekly winners will win Dentyne Ice prize packs. The Internet promotion coincides with the launch of the new TV ad for the brand. The TV ad is the third spot in the "House Party" campaign, which began last November. Advertising for Dentyne Ice is handled by Bates Canada of Toronto.
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