Club Ibiza campaign promotes Trojan condoms
Church & Dwight Canada has begun an eight-week promotion called "Club Ibiza" in support of Trojan condoms. The initiative includes a sampling program in bars in Toronto, Montreal and Quebec City, as well as text messages and an online contest. Participating bars are displaying sex-related trivia questions on screens. Customers can submit their answers by text message. At the Trojan.ca website, visitors can enter a draw for a trip for two to Ibiza, Spain. "We recognize a need to reach out to Canadian youth with the right message," said Sherry Fodor, marketing manager for the Trojan brand. "Our goal is to increase awareness of issues related to sexual health and protection against STIs in ways that are meaningful and will resonate with our young target audience.