An official release informs that the Dentyne franchise includes Dentyne Classic, Dentyne Ice, and the recently launched Dentyne Fire, a spicy cinnamon gum. Other brands awarded to McCann include Clorets, Certs, Max Air (Mexico), Deemints (Latin America), and the Dandy chewing gum brands in Europe -- STIMOROL, V6 and DIROL. These brands came together in one company earlier this year, when Cadbury Schweppes acquired the Adams confectionery business from Pfizer the release states.

Cadbury Schweppes' group director of Adams Brands and Gum Rob Desatnick said, "We selected McCann Erickson on the strength of their global capabilities, excellent creative work and outstanding consumer insights.We believe our interests are best served by maintaining partnerships with two global ad agencies. We are very pleased with our continuing relationship with J. Walter Thompson Company, which will remain unchanged." JWT is the agency of record (AOR) for Halls cough drops, Trident gum and the Bubba brands. These are Bubblicious, Bubbaloo and BubbaXtreme.

The previous agency for Dentyne and many of the other brands awarded to McCann was Bates Worldwide. Its former parent company, Cordiant Communications Group, was recently acquired by the WPP Group. WPP also owns JWT.