| Sometimes you can look at an ad campaign and it just feels right. I would argue the latest Dentyne ICE latest campaign,Practice Safe Breath, just feels right. The campaign is a fun poke at safe sex or at a higher level it is about being prepared when the right moment presents itself. Dentyne ICE has been trying to own the kiss for years. Previous attempts included Get Fresh,Nothing’s Colder than ICE, Fresh Breath Changes Everything,Make Face Time, and Cools Your Breath Twice. This campaign breaks through because it is simple,humorous,and relatable. The ad uses several vignettes of men using Dentyne ICE to practice safe breath. The vignettes different stages of preparedness in a date:at the moment,before the date,and when you forget. A nice subtext of “don’t be caught with bad breath”persists throughout. The commercial also uses an accepted social norm. Cognitively the “dating public”has been preached to practice safe sex since they were teens (or maybe even sooner). The dating public can relate to the mass benefit of fresh breath,or conversely the mass fear of bad breath. While the condum may be representative icon for safe sex,Dentyne ICE is trying to insert itself as a marketing icon for Safe Breath. |
[...] rather uses that idea and slogan to further convey Dentyne’s long quest of trying to “own the kiss.” On Eric Bowe’s blog entitled,Safe Sex,Social Norms,and Bad Breath,he argues [...]