Dentyne / Experiential

Launch Party

Target

Socially addicted males and females

22-29 years of age

Markets

Toronto, Vancouver, Montreal

Objectives

Position the Dentyne “Packed and Ready” launch parties as “THE” only place to be.

Execute the Dentyne “Packed and Ready” events simultaneously in Toronto, Vancouver and Montreal.

Increase brand awareness through trial and sampling.

Strategy

Create a memorable brand experience for the target consumers at the Dentyne Packed and Ready launch parties.

People attending the events could win a trip to New York City. Brand ambassadors, dressed as plane captains, sampled the product throughout the parties.

Results

2,700 consumer interaction across all three markets

6,875 samples distributed across all three markets