Creative & Tech Social Media

Turning Views into Chews: Dentyne Launches Eccentric Split2Fit Shorts to Promote New Pack

July 10, 2012

Dentyne recently launched its new Split2Fit pack and partnered with 360i to help educate consumers on the new packaging while building awareness with socially savvy twenty-somethings – specifically showing them that the Split2Fit pack splits to fit almost anywhere.

We looked for a way to introduce the new pack in a way our consumers will understand, appreciate and share. Knowing our audience’s love of funny and irreverent content, especially around culturally relevant topics, we created a series of cheeky videos entitled “Split2Fit Shorts” that illustrate in a quirky and eccentric way how to inconspicuously fit the new ultra-thin Split2Fit Pack almost anywhere. Dentyne has released three shorts so far, and the videos have garnered more than 135K views on YouTube in less than a month.

Dentyne will release new videos throughout 2012. This series of videos marks the first time a brand has partnered with Tellagami, a new digital storytelling platform.

The Split2Fit Shorts feature animations of various characters interacting with each other in humorous robotic monotone. In one of the shorts, even a crash test dummy is able to find room to secretly stash his Split2Fit pack. And the one with the banana hammock? Let’s just say that having fresh breath in a sauna is a very good thing to have.

The program is being promoted across social media channels including, but not limited to, Facebook, Twitter and YouTube. In the coming months, Dentyne will feature active community involvement in the creation of new fan-inspired videos and will release supporting instructoart graphics each month that will reinforce the fact that the new Dentyne Split2Fit pack fits almost anywhere. Along with the videos, the entertaining graphics will be shared socially and seeded with online influencers.

Head over to the Dentyne YouTube channel to view all Split2Fit shorts.