To introduce its Dentyne Ice Vanilla Chill, the first vanilla-flavored pellet gum in its product lineup, Dentyne is inviting consumers to it “Live It Loud with Dentyne” music experience set to tour 20 cities nationwide beginning next month.
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| Concert tickets are a key component of Dentyne’s launch |
With its Live it Loud initiative, Dentyne is sponsoring Instant Live, Clear Channel Entertainment’s live concert CD program that includes emerging and established artists. The events provide fans with the opportunity to purchase an exclusive CD recording of the live event they just attended.
“What makes the music program especially exciting in that the events will feature some of the hottest artists playing some of the best cutting-edge sounds to our consumers across America,” said Victoria Lozano, VP-gum portfolio, in a statement.
An expansive branded Web site—boldly colored and edgy—at
Dentyne.com features a host of links related to the new product and the tour. A link to learn about the new product delivers everything from facts about the new gum to nutritional information to a link to the new commercial starring Mr. Freeze, who, as he chews Vanilla Chill, can ice over a passerby with one breath. Other links detail the lineup of concert dates and artists, at the listening lounge visitors can stream tracks from some of the artists or learn more about Dentyne’s other products. A link to the “Win Zone” offers a chance to win a trip to one of the concerts or other instant-win prizes like music CDs.
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