Cadbury Adams

Cadbury Adams' two flagship brands, Dentyne Ice and Clorets, were having a hard time competing with the more flavorful, sweeter chewing gum options the consumer seemed to prefer. So we doubled down on what we knew was the products' unquestionable differentiation points: its strong minty flavor and the intense cooling sensation they provided. For each brand, we came up with ways to make these attributes as clear as possible with simple, telegraphic print and radio campaigns that brought the benefits to life in unique, entertaining ways that were hard to ignore.