Dentyne Launches Safe Breath Alliance With Comedian Marlon Wayans

EAST HANOVER, N.J., Jan. 10, 2011 /PRNewswire/ -- Dentyne, the makers of Dentyne Ice and Dentyne Pure, the first gum clinically shown to neutralize bad breath odors, is officially launching the Safe Breath Alliance (SBA), the first completely made-up organization committed to educating Americans about the importance of practicing safe breath. Leading the movement is actor and comedian Marlon Wayans who will be starring in new PSA-like commercials to promote and raise awareness for the cause.

"Our main goal for the Safe Breath Alliance is ensuring people everywhere practice safe breath with Dentyne, and we want to recruit new members to join the cause and help us spread the word," said Gary Osifchin, marketing director for Dentyne. "We are thrilled that Marlon Wayans has agreed to be the face of the Safe Breath Alliance and will lead the charge to encourage Americans everywhere to practice safe breath by chewing Dentyne gum."

In 2010, millions of consumers learned about the importance of practicing safe breath. Dentyne is now expanding its efforts to educate the public about the importance of practicing safe breath with the launch of the Safe Breath Alliance. Consumers are encouraged to join Marlon Wayans and the SBA by going to Facebook.com/Dentyne. On Facebook, consumers will be able to access exclusive content and have the opportunity to play an instant-win game for the chance to take home one of 100 daily prizes.

Because it is especially critical to practice safe breath during times when close connections are celebrated – such as Valentine's Day – the SBA's first official action is to declare February 2011 "Practice Safe Breath" month.

Dentyne Pure was designed to help those who want to be able to take full advantage of any social opportunity that comes their way. It is the first gum with NeutraFresh – a proprietary blend of ingredients that is clinically shown to neutralize bad breath odors. As a result, Dentyne Pure doesn't just mask bad breath; it purifies breath deliciously – anytime, anywhere. Dentyne Pure is available in two delicious mint flavor combinations: Mint with Melon Accents and Mint with Herbal Accents.

Dentyne Ice is designed for intense, up-close moments when you need a blast of icy, fresh breath, and is available in six intense mint flavors: Peppermint, Spearmint, Arctic Chill, Shiver Mint, Vanilla Chill and Mint Medley.

An integrated marketing campaign will support the launch of the 2011 Dentyne Safe Breath Alliance campaign. Digital and social media programming, national consumer promotions and public relations activities will support the SBA throughout the year. A new TV spot – created by McCann Erickson in New York – featuring Marlon Wayans will air nationally beginning on January 10, 2011.

The Safe Breath Alliance champions the importance of practicing safe breath, but it's important to note that the Safe Breath Alliance is 100% made-up. For more information or to join the SBA, go to Facebook.com/Dentyne.

About Dentyne

The Dentyne brand offers a range of flavors and options to encourage social connections. Dentyne Ice gum delivers bold breath freshening with intense, yet smooth great tasting flavors like Arctic Chill, Vanilla Chill, Peppermint, Spearmint, ShiverMint, and Dentyne Fire. Dentyne Pure – first in the gum category with NeutraFresh – a proprietary blend of ingredients that is clinically shown to neutralize bad breath odors. Available in Mint with Herbal Accents and Mint with Melon Accents, Dentyne Pure doesn't just mask bad breath, it purifies breath deliciously. All Dentyne sugarless gum products can be found in convenience, mass merchandise, drug stores, grocery stores and other retail outlets. To learn more about the Dentyne family of sugarless gums, please visit www.dentyne.com.

About Kraft Foods Inc.

Kraft Foods is building a global snacks powerhouse and an unrivaled portfolio of brands people love. With annual revenues of approximately $48 billion, the company is the world's second largest food company, making delicious products for billions of consumers in approximately 170 countries. The portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.

SOURCE Kraft Foods Inc.

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