DENTYNE ICE IS LOOKING FOR YOUNG CANADIANS TO KISS & TELL
By Adnews Staff
Dentyne Ice, an Adams brand product, is looking for the secret to meeting that special someone through the "Dentyne Ice Kiss & Tell" contest. Young Canadians who share their story via online at MuchMusic or MusiquePlus, at HMV stores featuring Speaker's Corner on Tour, by recording their own VHS tapes, by hand-written entry or by ballot at Suzy Shier stores across Canada, may be one of ten grand prize winners to attend an underground party featuring the band wide mouth mason or may be one of 2,000 second place winners, that receives a music compilation CD. Supporting the contest, running now until the end of the year, are radio spots and print ads created by Bates Canada of Toronto. A collection of Speaker's Corner entries will also be featured on promotional television spots on MuchMusic and MusiquePlus. Pre-promotion announcements and teaser mentions of contest winners will also air on the music stations. Dentyne also launched specially designed packaging for Dentyne Ice in stores, mid-April along with in-store shelf-talkers and multi-pack displays, also created by Bates Canada. "Dentyne has been very successful at owning storylines about teens' preoccupation with dating which gives us a high level of confidence in the strategy and creative behind the Kiss & Tell promotion," Dentyne brand manager, Adams division, Jana Meerkamper said. Meerkamper went on to say, the promotion connects its target audience of teenagers and young adults by combining dating with music, another teen passion. Adams brand is a division of Warner-Lambert. PR for Bates Canada is handled by Fleishman-Hillard of Toronto.