Dentyne Brings Movies to Campus

Dentyne brings movies to
coeds on the prowl

Dentyne gum plays campus matchmaker this fall with its first-ever campus tour and nightlife campaign.

The promotions dovetail with Dentyne's TV, print and online ad campaign, "Happy Hunting," pitching Dentyne as a key accessory for students (and other adults) on the prowl.

The brand will host movie screenings on 34 campuses in seven markets, showing first-run films Employee of the Month (starring Jessica Simpson, from Lionsgate) and Grid Iron Gang (starring The Rock, from Sony Pictures).

Street teams cruise around campus before screenings to hand out movie passes and posters; they hand out gum samples on the day of the screenings, which run from mid-September through October.

At the same time, ads in bars near each campus (220 bars in all) extend the "Happy Hunting" tagline. Alloy Media + Marketing, New York, handles the campaign for Parsippany, NJ-based Cadbury Adams.

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