Dentyne takes to the malls

The boutiques will offer consumers a choice of three on-the-spot beauty treatments: a back massage; a make-up session; or hair styling. Consumers simply need to purchase two packs of Dentyne to gain access to the stand, giving them the opportunity to choose any one of the treatments offered.

The Dentyne boutique activation will be set up at seven malls nationwide, kicking off in Joburg at Eastgate Mall from 11 to17 August. As part of the awareness phase Dentyne Blueberry samples will be distributed throughout the mall for the week prior to the activation.

Washroom campaign

In conjunction with the Dentyne boutique activation, Dentyne has launched a washroom campaign which aims to communicate its oral brand care positioning “Good for Teeth”. For example: “Looking good never tasted so good”, “For the health conscious smile” and “It's what all beautiful smiles are chewing this season” are all featured prominently throughout washrooms. 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.

Other mediums chosen to communicate these messages include Virgin Active billboards and key health sites on the Internet as well as print.

Dentyne sugar-free chewing gum is endorsed by The South African Dental Association and carries the tooth-friendly logo on each pack.

Dentyne boutique mall activation schedule

• Stand opens at 9am and closes at 6pm (except on weekends, when it closes at 9pm)
• Eastgate 11 to17 August, Lower Edgars Court
• Maponya 18- to 23 August, Edgars Court
• Gateway 1 to 6 September, South Court
• Cresta 14 to 20 September, Lower Woolworths Court
• Menlyn 29 September to 4 October, Aviary Court (Truworths & Stuttafords)
• Sandton 6 to 11 October, Upper Woolworths Court
• Canal Walk 27 October to 1 November, Woolworths Court