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Reckitt Benckiser begins Durex promotion
Reckitt Benckiser is conducting a promotion for its Durex brand of condoms developed by Brand Momentum of Toronto. The eight-week experiential campaign, aimed primarily at young people, is taking place at night clubs, school campuses, concerts and consumer shows. Promotional workers at these locations discuss safe sex with potential customers and will distribute approximately 190,000 samples of the product. The promotion also includes social media activities via Facebook. "From Wasaga Beach's Not-So-Pro Volleyball Tournament to Montreal's Crescent Street Festival and Edmonton's Big Valley Jamboree, Durex will be there and we will be non-stop until Labour Day Weekend," said Linda Ma, project manager at Brand Momentum. "We build fun interactions around our initiative, but we are laser focused on delivering measureable results that are meaningful to our client, so this year we have ambitious goals to get even more people talking about all things sexy."