'Live It Loud(TM)' With Dentyne(R)

'Live It Loud(TM)' With Dentyne(R)

Live Music Events Showcase Cutting-Edge Artists In 20 Cities

PARSIPPANY, N.J., March 22 /PRNewswire/ -- Cadbury Adams USA LLC invites you to "Live It Loud" with Dentyne as some of the country's most exciting artists take the stage in a city near you. Featuring some of the hottest bands poised to inspire tomorrow's headlines, the Dentyne "Live It Loud" music initiative will introduce fans to bold musical experiences across the United States. The intensity begins on March 28 at New York City's Irving Plaza with an exciting kick-off concert featuring The Walkmen, Ben Kweller and The Features.

(Logo: http://www.newscom.com/cgi-bin/prnh/20050322/NYTU037LOGO )

The kick-off concert will benefit the VH1 Save The Music Foundation, a non-profit organization dedicated to improving and restoring music programs in public school classrooms across the country. Save The Music is committed to increasing awareness of the importance of music for school children. Tickets for the kick-off concert went on sale February 26 and cost $5.00. Doors open at 7:30 p.m.

The concert also introduces Dentyne Ice Vanilla Chill(TM), the first vanilla-flavored pellet gum in the Dentyne product lineup. Available in stores nationwide, Vanilla Chill offers a smooth blend of mint and sweet vanilla that will delight consumers and inspire bold social connections.

"We're excited to come out and help Dentyne kick-off the 'Live It Loud' music program," said Hamilton Leithauser, lead singer of The Walkmen. "We have a great line-up of bands, so it should be an incredible show for a great cause."

The kick-off concert marks the beginning of Dentyne's "Live It Loud" sponsorship of Instant Live(TM), Clear Channel Entertainment's live concert CD program, which will be touring in 20 cities nationwide beginning in April 2005. The Instant Live(TM) events will provide music fans with the opportunity to purchase an exclusive CD recording of the live concert they just experienced.

"The 'Live It Loud' music initiative is another way for Dentyne to bring people together and offer them exclusive access to the music they love," said Victoria Lozano, Vice President of Gum Portfolio. "What makes the music program especially exciting is that the events will feature some of the hottest artists playing some of the best cutting-edge sounds to our consumers across America."

"We're thrilled to be teaming with Dentyne in creating a unique music marketing program that connects the Dentyne brand with the power of the live concert experience," said Bruce Eskowitz, president of Clear Channel Entertainment Properties. "Forging powerful brand connections with the sheer energy and excitement of the live experience is proven to be a winning marketing formula in creating the most lasting consumer impressions."

For more information, exciting promotions, access to music and a concert schedule visit http://www.dentyne.com/. The live music events and programs are being produced and marketed by Clear Channel Entertainment Properties, brand specialists focused on creating both custom and tie-in, high-impact non- traditional marketing programs and special events.

About the Dentyne Product Lineup:

A gum industry innovator, Dentyne became a pioneer in the pellet gum segment and the first to introduce blister packaging with the launch of Dentyne Ice(R) in 1997. Since the introduction of Dentyne Ice, which is now available in five mint flavors -- Peppermint, Arctic Chill(R), Spearmint, ShiverMint(TM) and NEW Vanilla Chill(TM), the brand has experienced steady growth, becoming one of America's leading breath-freshening gums. The product lineup has expanded to include Dentyne Fire(R), a sugar-free intense cinnamon pellet gum, and Dentyne Tango(TM), an intense fruit flavor that reflects the vitality of its users and inspires adventurous social connections. In 2005, Dentyne introduced its new "Go Bold" campaign, an integrated advertising and marketing campaign encouraging consumers to live life to the fullest and go bold! For information on all Dentyne products visit http://www.dentyne.com/.

About Cadbury Adams:

Cadbury Adams USA LLC, based in Parsippany, NJ, is the U.S. confectionery business unit of London-based Cadbury Schweppes plc, a global company that manufactures, distributes and markets branded confectionery and beverage products in approximately 200 countries. The brand portfolio of Cadbury Adams USA LLC and its affiliates includes Bubbaloo(R), Bubblicious(R), Certs(R), Chiclets(R), Dentyne Ice(R), Dentyne Fire(R), Dentyne Tango(TM), Halls(R), Halls Fruit Breezers(R), Sour Patch(R), Swedish Fish(R), Trident(R) and Trident White(R).

*Swedish Fish is a registered trademark of MalacoLeaf, AB, Sweden, used under license.

About VH1 Save The Music Foundation:

The VH1 Save The Music Foundation is a non-profit organization dedicated to improving the quality of education in America's public schools by restoring music programs in cities across the country, and raising public awareness about the importance of music participation for our nation's youth. For more information visit http://www.vh1.com/partners/save_the_music/.

About Clear Channel Entertainment Properties:

Clear Channel Entertainment Properties, a division of Clear Channel Entertainment, markets the organization's vast network of assets -- venues; music, motor sports, action sports, and theatrical properties; exclusive special events, exhibitions, and Emmy(R) award-winning television production services -- to corporations seeking unique brand positioning. In addition, Clear Channel Entertainment Properties specializes in creating custom, high- impact marketing programs and special events that provide flexibility for client budget and timing parameters. Services include advertising, strategic marketing and content development, national and local sales programs, product and service launches, and television/broadcast programming. The resources and reach of Clear Channel Entertainment Properties have already made them among the most sought-after partners for business and consumer marketing in live entertainment today. Parent company Clear Channel Entertainment, a leading producer and marketer of live entertainment events, promotes and/or produces over 29,000 events, attended by more than 65 million people. The company currently owns, operates and/or exclusively books approximately 130 live entertainment venues, including more than 100 in North America and 30 in Europe. More information may be found by visiting http://www.cc.com/ and http://www.clearchannel.com/.

Photo: http://www.newscom.com/cgi-bin/prnh/20050322/NYTU037LOGO
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: Cadbury Adams USA LLC

CONTACT: Media, Missy Hermann, +1-212-242-9353 x153,
mhermann@laforce-stevens.com

Web Site: http://www.dentyne.com/
http://www.vh1.com/partners/save_the_music
http://www.cc.com/
http://www.clearchannel.com/

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