Situation: You're at a Chinese restaurant with your friends/family/on a date, and just finished eating your favorite meal. That's when you realize you just ate a good amount of garlic, onions and other ingredients not-so-friendly to your breath. That's when your fortune cookie arrives. You open it and on the front slip reads a traditional fortune, while the back contains Dentyne branded messaging.

Brief: Instill confidence at a time when Chinese restaurant customers need it most – just after eating a garlicky, oniony meal with friends/family/on a date.

Objectives: Create conversation at the table and via social channels, that in turn leads to brand awareness and customer conversion.

The campaign included 70 different creative variations, leveraging the front and back of fortune cookie slips. The front of the slips contained 70 different, traditional fortune message variations that subtly hinted to the tone of the Dentyne campaign objectives (e.g., confidence, take risks, have fun). For example, one fortune read, "No matter what your past has been, your future is spotless."

Whereas, the back of the slips, which are traditionally blank space, contained 70 different pieces of brand awareness and call-to-action branded content. Brand awareness messaging centered around two creative ideas: "Reasons-to-Chew" (reminding customers that they might need gum after a garlicky meal); and "Chewmojis" (relevant people/food emojis hinting to the fact that you need gum). Call-to-action messaging allowed customers to "Text DENTYNE to 41456" to receive enticing offers redeemable via their smartphone at Walgreens retail locations.

Data Gathering: Data was gathered via surveying, call-to-action and social channel monitoring.

Target Audience: Surprisingly, 67% of the U.S. population eats Chinese food once every 6 weeks. Dentyne focused on select markets nationally, while its target demographic for this campaign was wide-reaching and centered around the thesis that consumers who eat Chinese will have a high propensity to chew gum after finishing their meal.

Approach: Surveying took place across various markets by a third-party market research firm to gather statistically significant results to measure campaign effectiveness. Only customers who opened the cookie were surveyed. Additionally, social channel monitoring took place to measure amplification and earned media. Call-to-action messaging allowed Dentyne and its retail partner, Walgreen's, to measure redemption.

Call-to-Action: Dentyne partnered with Walgreen's to incentivize customers to "Text DENTYNE to 41456" to receive enticing offers redeemable at retail partner locations.

Dentyne inserted custom, branded messaging on front and back of more than 2 Million fortune cookie slips inside of traditional fortune cookies, which were then placed in over 300 Chinese restaurants within the U.S. over the course of 4 weeks. Once creative was approved, printing began on large paper sheets, which were then cut into individual slips. As the fortune cookies are being baked, the slips are inserted onto the cookie while still flat, then folded into fortune cookie, containing the Dentyne slips. Each cookie is then individually wrapped, boxed and distributed across a network of Chinese restaurants with the U.S. Cookies arrive in-restaurant, to be handed out to customers, 4 weeks from the time creative is approved.

At the time of entry submission, the Dentyne campaign was ending approximately 72 hours prior. Below are the key findings available at the time of submission:

99.8% read their fortune cookie slip

68.4% unaided recall that Dentyne was on their fortune cookie slip

78.5% agree or strongly agree that they will purchase Dentyne as their next gum purchase

29% of all consumers kept the fortune cookie slip in their wallet/purse, resulting in ongoing brand interaction

5.2% of all cookies resulted in consumer taking a picture and sharing it on social media and/or messaging app

From a social channel perspective, 1000s of social media posts flooded Facebook, Instagram, Reddit, LinkedIn, Yelp and other social channels – someone even created a meme. A Dentyne slip made it to the front page of Reddit (at times, 5th most-visited site in the world) garnering 3.5 million views, ongoing commenting, discussion and brand awareness.