Dentyne Breaks Digital Ad Effort

Dentyne last week launched a digital campaign targeting 13- to 17-year-olds with the theme, “Go bold!” The chewing-gum brand, a unit of Parsippany, N.J.-based Cadbury Adams USA, is running ads through mid- to late-December on Yahoo!’s instant-messenger and Launch music platforms. The client is also sponsoring Red@Night, a new content area within AOL’s RED teen channel where users can experience a New York dance club via a live video feed and streaming audio. AQuantive’s i-Frontier in Philadelphia handles media planning and buying for Dentyne; IMC in Holmdel, N.J.,