Dentyne was a brand with “no affinity or magnetism.” We repositioned the decades-old, category strategy – establish the cue (dating) for the need state (breath freshening) and deliver the benefit (getting close) – by introducing a new way to look at Dentyne: as an adventure brand, pushing oneself to explore, learn and be brave. This resulted in the “Icy cool in the face of adventure” tv and online brand campaign.