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Dentyne Campaign Urges Face-To-Face Contact

Wonder if a campaign that suggests people should chew gum and not be online at the same time can survive the rolling eyes of college kids? So does a sociologist, who also suggests it's a "false dichotomy." But Dentyne's marketing director counters that one satisfied consumer contacted the company to proclaim: "Dentyne, you may be at the forefront on an emerging social phenomenon!"

The "Make face time" campaign features headlines like "the original instant message" with pictures of people in various acts of nuzzling, as if it were a lost art. But when did real-time smooching go out of style? Must have been covered in an obscure blog somewhere.

The effort -- which includes print, a Web site (www.makefacetime.com) that shuts down after three minutes, and television spots breaking next week -- reintroduces the Dentyne Ice line, which includes Dentyne Fire.

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