1956-1996 For 40 years the brand was positioned as the gum that “brushes your breath” clean with a refreshing tingle of cinnamon.
1997 Dentyne Ice launched with surprisingly powerful cooling refreshment you won’t find in any other gum.
1997-2002 For six years Dentyne Ice’s icy cold positioning and “Nothing’s Colder Than Ice” Tagline served well, sales were increasing.
2003 Dentyne Fire launched and gained incremental sales for the franchise.
2004 Dentyne Tango, the first intense adult fruit flavored was launched to average sales.
2005 Dentyne Ice and Fire Soft Chew and Dentyne Ice and Fire Mints were launched.
2007 Dentyne Blast (Winter Chill and Cool Lime) was launched.
In Canada…
2004 – 2007 saw the introduction of the Sub –Brand era, with a positioning of “Intense Connections”.
2004 – Launch of Dentyne Fire, Dentyne Soft Chew and Dentyne Frost Bites.
2005 – Launch of Dentyne Mints Dentyne Ice CF and Dentyne Tango.
2007 – Launch of Dentyne Blast