Technology is an integral part of the way we communicate and brands are always looking for a new way to take advantage of the rise in social media. In 2008, when sales were down 9%, Dentyne was no different. But instead of a fan page on Facebook, an iPhone app, or Twitter updates, the company chose to turn the social media craze on its head.

    

The campaign, which reminds consumers to “Make Face Time,” features friends and couples in close quarters (with implicitly minty fresh breath) and boasts lines like “The Original Instant Message” and “Chat Room Full.” Even their website was designed to sign the user off after three minutes of use, encouraging their audience to turn off the computers, put down the cell phones, and create more reasons to need fresh breath.

Dentyne’s keen insight will inevitably boost brand perception and likely sell more gum. Call me an optimist, but my hope is that the campaign will be more successful in its attempt to boost intrapersonal communication.

Is this a savvy marketing campaign? Or will Dentyne’s message fall on deaf ears? Tell us what you think.

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