Dentye Ice

Client: Cadbury/Adams Project: TV Role: Art Director Studies indicate that millions of Americans love gum. They also reveal that the people of America yearn for more; a gum with flavor that lasts longer. Wanting nothing more than to satisfy this desire, the good people at Cadbury/Adams spent months in a laboratory. The groundbreaking result? A new and improved Dentyne Ice. This reformulation with "flavor crystals" enables one to experience fresh, minty breath that lasts and lasts. With gum technology on a rapid incline, I was asked to determine the most effective and creative way to communicate this triumph throughout the continental United States. My concept culminated in "Subway," a thirty second commercial aired on national television. Dentyne Ice sales skyrocketed, Americans had minty breath and the commercial was soon dubbed into many different languages.