TEQUILA TAKES PLUNGE FOR CHISTIAN DIOR
By Adnews Staff
Montreal-based Tequila Communication & Marketing has created a "Plunge with iOd" campaign for Parfums Christian Dior's new skincare product line iOd. According to Dior, the new line is aimed at young adults, a new target group for the company, which generally aims its products at women over 35. IOd samples are being distributed as part of an FW Tour, during which eight young people are travelling by bus to Canadian university campuses. The tour will conclude the end of April after visiting 25 campuses. The campaign also includes print ads in cosmetic and beauty magazines, billboards on Zoom Media's sport and campus properties, and banners in shopping centres. There is also a contest called "Passion Paris for 2" featuring a grand prize trip for two to Paris. An online initiative at <http://www.iod.ca> offers visitors a chance to win Dior products, skincare consultations and makeovers.