GCI Group Canada created the PR program that distruted over 11,000 condoms in and around the GTA (big hit in Dundas Square) by Santa’s sexy elves in costume.The aim was to reinforce the importance of protection to the public in a fun way that also ties into the holiday season. Events like “Sexy Santa” reflect the brand’s personality, “which is about responsibility, but also about enhanced pleasure and sexual well-being,” said Steve Mare, brand manager, Durex Consumer Products.
Durex is also running partnered promotions with radio stations and print publications. Consumers can write or call in for their chance at a Durex prize pack. Local DJs will ask callers if they’ve been “naughty or nice?” and award a Durex prize based on the best response. More on the promotion here.
-Source: MIC/Marketing Mag