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Dentyne Hits College Campuses
By Tim Parry
PROMO Xtra, Apr 13 2004
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Cadbury Adams USA representatives will be rewarding students seen carrying Dentyne Fire or Dentyne Ice gum at or near 25 college campuses over a two-week period this month.
The "Spot The Intensity" program, starting April 21, will be executed simultaneously over two three-day periods and will be supported locally through product-sampling and campus-wide promotions. Street teams will distribute branded Z-cards offering a student guide to local hot spots, as well as a schedule of "Spot The Intensity" events, spokesperson Moira Curran said.
The programs will be promoted on the campuses through the university's television and radio stations as well as in student newspapers, Curran said.
The two Dentyne brands are presenting sponsors of the Virgin College Mega Tour, a separate music tour headlined by Michelle Branch that is playing at 18 colleges over a two-month period.
The brands also conducted the "Intense Hook Up Challenge" during Spring Break in Panama City, FL, which included sampling at beaches, hotels and nighttime venues and a beach obstacle course.
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