In its latest advertising campaign, Dentyne wanted to tap into key lifestyle spaces that matched its target market, and therefore turned to Primedia Unlimited’s indoor media specialists TLC.
“For this specific campaign we supplied Mirror Decals in our lifestyle specific range of locations,” says Warren Dugmore, account manager at TLC. “These included style bars, sport bars and cinemas.”
The overarching message in the advertising campaign is to encourage consumers to choose Dentyne as the perfect on the go oral care partner. It is positioned as a product that helps take care of their teeth while they are going about their daily lives. In other words ‘Dentyne takes care of your teeth while you take care of everything else!’
“The target market is image conscious, coupled with an active social life often spotted at hip and happening bars and lounges. Through the campaign, we wanted to make Dentyne a consistent part of varying favourable day-to-day situations, to promote relevance and thus increase product consumption,” says Warren.
For more information about TLC, visit www.primedia-unlimited.co.za.
TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; GlamCam; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.