Veritas conducts public relations campaign for Trojan
By Adnews Staff
Veritas Communications of Toronto will begin a public relations campaign today for Trojan Condoms to promote its Elexa line of products for women. The campaign was developed by Gloss, a division of Veritas specializing in communications aimed at young adult women. Female-only media events will take place today in Toronto and Montreal to introduce the product line. A media relations effort aimed at magazines that cater to young women began earlier this summer. That program focused on Canadian sexual activity statistics and product information. "You need to have credibility if you're going to break through with young women," said agency president Beverley Hammond. "It's important to have strong third party support and it's key that they not only read about it in their favourite magazine, but also that they hear about it on their favourite morning show. You need to take the time to get it right with them. Find out what matters. Then develop your campaign." Trojan condoms are produced by Church & Dwight.