NOVARTIS LAUNCHES DIFFERENT ADVERTISING MEDIUM
By Adnews Staff
Novartis Consumer Health Canada Inc. of Mississauga, Ontario is launching a direct marketing campaign with a twist. The company is advertising its Habitrol Stop Smoking System through ads created for matchbook covers. Starting this month, Novartis will deliver more than eleven and a half million matchbooks to independent and chain convenience stores as well as grocery stores across Canada. English and French messages on the inside covers of the matchbooks will offer smokers simple ways to get information about tools that can help them quit. "We know that smokers are likely to pick up a matchbook whenever they buy a pack of cigarettes at a convenience store," Novartis president, Wayne Fisher said in a release. "Our matches use a unique and creative approach to reach smokers with ways to help them quit." The matchbooks were created by Continuum Relationship Marketing of Toronto.