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Shoppers Drug Mart begins Optimum anniversary promotion

Retail chain Shoppers Drug Mart has begun a national promotion in support of the 10th anniversary of its Optimum loyalty program. The initiative includes a website at <> featuring a game in which users determine which of 10 Optimum personalities they most resemble. In addition, promotional workers will conduct street birthday parties in five cities that will include an inflatable cake, branded vehicles, special offers and prize giveaways. The promotion also includes a contest component, the winner of which will receive 10 million Optimum points. Ten Ford Fiestas will also be given away. Social media activities will also support the initiative. The campaign was developed by Tribal DDB with public relations support from LexPR and promotional work by Launch.

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