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Dentyne gum wants consumers to log off and turn on some face-to-face time with family and friends.
The Cadbury Adams brand has launched a North American campaign based on the idea that people rely too much on technology to communicate, which takes away from face-to-face interactions, said Josette Barenholtz, director of Dentyne for North America.
“Having been a brand that was always about relationships and quality relationships, we think technology is great and enables a lot of these connections, but as a brand we really believe nothing trumps human connection. And quite frankly, breath matters when you’re face-to-face, so it really gives the gum a meaningful role in the whole story,” she said.
The effort, developed by McCann-Erickson in New York and adapted for the Canadian market by MacLaren McCann in Toronto, consists of TV, out-of-home, magazine ads, a contest and experiential marketing.
The media campaign launched last month with print ads that put the language of technology-assisted social networking over images of face-to-face interaction. For instance, a hug is a “friend request accepted” and the “original instant message” is a kiss.
A 30-second television commercial uses similar images and phrases. A group of friends chatting on a bed is full chatroom, and a mom and daughter hugging is transfer complete. A 15-second spot is set to launch next year. M2 Universal handled the Canadian media buy.
The “Make Face Time” contest, housed at Dentyne.ca, lets Canadians share who they’d like to spend more face time with and why in 100 words or less, for the chance at a trip to anywhere in the world. The contest closes Oct. 30.
Dentyne got face-to-face with two events last month, developed and executed by Strategic Objectives in Toronto. Relationship expert and Dentyne spokesperson Allie MacPhail gave advice on how to get offline and strengthen personal connections at stops in Toronto, Calgary, Edmonton, Vancouver and Ottawa.
Dentyne also asked Canadians who they’d like to share face time with at the “Make Face Time” lounge in Toronto, Montreal, Vancouver and Calgary. Participants were automatically entered into the contest. Visitors were also given a free pack of gum and asked to fill out a survey about how technology has changed the way we connect with others. The results can be found online at Dentyne.ca.
