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
