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    Dentyne Declares February ‘Safe Breath Awareness Month’

    The brand created a fictitious group and Facebook page to promote fresh breath.

    Kraft-owned Dentyne Gum has launched a unique promotion – along with a fictitious consumer organization – to help retailers boost Dentyne sales during the month of February.

    Called the Safe Breath Alliance (SBA), the “organization” is committed to educating Americans about the importance of practicing safe breath, and has officially declared February 2011 to be “Safe Breath Awareness Month.”

    Throughout the month, the SBA will educate Americans about the benefits of chewing Dentyne gum, how to practice safe breath, and ways to encourage others to do so as well. Actor, comedian, and SBA spokesperson Marlon Wayans will be appearing on a variety of national news programs and talk shows to help spread the word and inspire others to practice safe breath.

    Among some of the fresh breath tips the Alliance will be providing consumers are:

    • Do a breath check: Before entering any situation where you may be up close and personal, check the status of your breath to see if it’s safe to expose to others.
    • Practice Safe Breath: Practice safe breath by chewing Dentyne gum. Doing so will also provide an excellent example for others to follow!
    • Spread the word: Teach others how to practice safe breath—and why it’s so important to do so.
    • Help others practice safe breath: Intervene when you see someone about to engage in unsafe breath by giving them a piece of Dentyne.

    The SBA also has a Facebook page promoting Safe Breath Awareness Month (Facebook.com/Dentyne), which offers additional tips on practicing safe breath, exclusive content, and an instant win game for a chance to win one of 100 daily prizes!

     

     

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