The campaign, to start in October, will be timed to coincide with Mexico's first National Oral Health Week, sponsored by the Health Ministry, the Mexican Dental Association and the National College of Dental Surgeons.
Oral Health Week will take place between September 28 and October 2. Trident will actively participate in the event, via its campaign and other promotions and events, which it has not yet specified.
According to a major university study, 90% of Mexicans suffer from cavities, Trident says. Other studies have shown that chewing sugarless gum immediately after eating can form a part of cavity prevention.
However, the gum maker is careful to emphasize that chewing gum does not replace dental visits, brushing teeth and other aspects of dental care.
Copyright September 1998, Crain Communications Inc.