Dentyne Ice: The Ñetalyzer

Chewing gum brand Dentyne got involved in the conversation of the moment in Puerto Rico through the use of mobile technology such as Facebook Live video streaming.

Campaign details

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

Objectives

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 a

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