Building on the “Dare to” tagline, we presented “Dare to take the first step”. Dentyne provides the small boost of confidence that helps us break free from the shell of “someday”.

Dentyne called for deep consumer research in order to describe the target audience, define the brand’s positioning and articulate the USP. For promotion, it was required to outline the communication strategy, explain the creative rationale, and present the big idea as the central creative concept driving the proposed activations. Executional ideas are suggested, including social media, ATL, BTL, and digital media.