Capturing the essence of the brand with a new core theme: “Love your smile”, the campaign, which breaks around the country in May, is spearheaded by a new television commercial. The ads feature a series of short vignettes that demonstrate the impact a healthy smile can have - from getting you out of trouble, to hiding your fears or even making time stand still.
The spot ends with the refrain “Each smile is different but none more valuable than the next. It's worth looking after. Dentyne, Love your smile.”
Created by Cadbury in conjunction with Ogilvy Cape Town the new ad was shot in the Mother City in five different locations. It features a local and international cast specifically chosen to re-enforce the commercial's “Love your smile” message.
The spot also features music by up and coming American rock band “Augustana” which complements the mood.
“Dental health is pretty dull so we wanted to find a way of getting the 'good for teeth' message across in a more interesting and engaging way. The Cadbury team are very excited about what we've created and are looking forward to getting the new ad on air,” says Geoff Whyte, Cadbury Group Marketing Director.
The new campaign breaks on SABC 1, 2, 3, ETV and DStv from 5 May.
