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Customer Success: Dentyne

November 12, 2014 By Alberto Garcia

Dentyne
Enrique Iglesias concert
Dentyne

A fresh take on marketing though Hispanic media*

Challenge: Dentyne needed a strategic platform to connect with Hispanic populations across the U.S. through music.

Solution: Team up with #1 Hispanic media network Univision to promote Dentyne alongside mega-artists Enrique Iglesias, Jennifer Lopez, and Pitbull during the Univision Concert Series.

Results: 

  • 5 concerts were held in Hispanic markets, including Los Angeles, New York, Chicago, and Las Vegas.
  • More than 6,000 people attended the concerts.
  • Branded promotional materials included custom Dentyne iPods as giveaway, event backdrops, VIP passes, banners, napkins, and more.
  • The campaign included 20 Univision radio stations in 16 markets.

*Work performed with The Vidal Partnership

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About Alberto Garcia

Alberto Garcia possesses vast experience in developing and implementing marketing strategies that elevate brand positioning, enable sales acceleration and produce memorable experiences for Global 500 brands. With innate knowledge of evolving markets, Alberto unravels the complexities of scaling global concepts to local applications—industry specific focus on technology, CPG, food & beverage and non-profit.

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