This familiar gum was invented by pharmacist. Franklin V.Canning in New York in 1899. The name stood for “Dental Hygiene” and Canning was the first, since the Aztecs, anyway, to position gum as a breath freshener. Canning’s tagline was: "To prevent decay, To sweeten the breath, To keep teeth white." "Taste the tingle" is new - demonstrates the transition of gum from something that is purposeful to something that creates an experience.