Campaign details

Brand: Mondelez International / Dentyne Ice
Agency: McCann Worldgroup Puerto Rico
Region: LATAM


Puerto Rico has a favorite word to give encouragement to their sports teams. However, the same is a bad word: "puãeta". During the World Baseball Classic, the Puerto Ricans who attended the games shouted "heck" in the stadium, an action that annoyed the MLB, to such a level that it prohibited the shouting of the word.

Objective: To show the world that with good encouragement can say anything, even a bad word and more when there is a championship at stake.

Target audience

Our audience is all Puerto Ricans around the world and baseball fans.

Creative strategy

Dentyne is the only chewing gum that invites you to shine with your breath and express yourself as you want. The brand saw this as an opportunity to invite everyone to shout the word that gives more breath to our people during a live broadcast on the screen outside the main square of the metropolitan area and measure the intensity of the same in real time with an instrument that we call the "analyzer".