Cadbury's Dentyne - Bring back the smile

We noticed something about modern society’s version of the beautiful woman. There’s not much smiling. But there is a lot of pouting.

Clearly, modern society thinks that the pout is more beautiful than the smile.
And it seems like women have fallen for it, from fashion mags to facebook.

Which is strange, because women are so much more beautiful when they smile. We thought someone should tell them, and that someone should be Dentyne. So we set about encouraging women to smile freely and confidently. The type of smile that can only be achieved with the healthy confidence of Dentyne.