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NEW YORK Dentyne this week will launch its first digital marketing campaign, targeting 13-17-year-olds with a “Go Bold!” theme and interactive music tie-ins.
The unit of Cadbury Adams USA, Parsippany, N.J., will unveil online campaigns for Dentyne’s Ice, Fire and Tango chewing gums, utilizing Yahoo!’s IMVironment and its Launch music channel as ad vehicles. In addition, Dentyne will have exclusive sponsorship of a new content area within AOL RED (the Internet service’s teen channel), RED@Night, where teens can interact with a New York dance club experience via live video feed, streaming audio, chat and polls.
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