The McCann Erickson Malaysia campaign pushes the message that Dentyne can 'Refresh your confidence'. The ads have been created in the form of simple lightweight metal plates, which replicate those used as restroom signs.
The signage ads have been placed inside the male and female toilets at nightclubs and pubs. Signs inside men's toilets will read 'women outside' and vice-versa for women's toilets, as an appeal to people to use Dentyne gum if they want to appear at their best to the opposite sex. These 'reminders' aim to tie in with the functional properties of Dentyne and target night clubbers around the festive period of Chinese New Year.
Marketing manager for Cadbury Adams Malaysia, Ng See Meng, said the brand was also using TV and radio to reach the masses but chose the outdoor medium to make a more personalised point.
"We didn't want to just be in night clubs with the usual posters, neon signs or coasters," said Ng. "All the big boys are there and they dominate nearly absolutely. We may as well be in a place we can have all to ourselves and also have the location add meaning to the advertising."
Dentyne launched in Malaysia in September 2004.
Toilets a medium in Dentyne's new Malaysian pitch
Chewing gum brand Dentyne has launched an outdoor push to appeal to a new set of Malaysian yuppies who are concerned with looking good.