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Conversely it can be a very targeted weapon and
an appropriate creative approach can increase its perceived value well above
its actual cost. An example I would cite of this is a promotion carried out by
a leading condom brand to young people to encourage them to carry condoms just
in case. The condom key-ring was developed which was a small plastic sleeve on
a key-ring and just large enough to hold a single condom. |
These plastic sleeves were produced with
appropriate "slogans" on the front face. The result of this promotion was that
the company were inundated with requests for this item by both consumers and
health care professionals involved in promoting safer sex. This then resulted
in considerable media attention and hence considerable free advertising of the
brand. It even resulted in this promotional item being sold to health care
professionals as they proceeded to be of great help in spreading the safer sex
message. |