NEW FRAGRANCE LAUNCHED WITH HI-TECH CAMPAIGN
By Adnews Staff
Houbigant Ltee. of Laval, Que. on Wednesday launched their latest fragrance for men in Toronto, as well as an extensive ad campaign featuring an interactive CD. Navigator, available as of Wednesday, is a light fragrance available as a cologne, cologne spray, after shave and clear deodorant stick. It is targeted primarily at young men between the ages of 20 and 30. The extensive campaign that will promote the fragrance includes the CD, which is available at Sam the Record Man outlets across Canada. It features music by popular techno-rave bands and an original mystery game designed especially for the launch of Navigator. A sample of the perfume will also be included. Television ads will appear on MuchMusic and MusiquePlus, with teaser ads running the week of Sept 23, followed by a 30-second spot that will run until Nov. 3. A contest is also being held by both networks, in co-operation with Sam's, which features a grand prize of a tour with a favourite band, anywhere in the world. The contest is mentioned at the end of the Navigator ad. In addition, posters hyping the fragrance and CD will appear in Sam the Record Man stores across the country. The campaign was designed by P2P Promotion Publicite of Montreal, while Media Buying Services of Toronto bought the media.