Canadian cologne launches on back of interactive CD

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Houbigant Ltee of Laval, Quebec, has launched a new fragrance for men using high-tech ad techniques and an interactive CD. The fragrance line, dubbed Navigator, becomes available next week and includes a cologne, cologne spray, after-shave and clear deodorant stick. It is targeted primarily at young men under 30. A CD, available at Sam the Record Man outlets across Canada, features music by popular techno-rave bands and a mystery game designed especially for the launch of Navigator. A sample of the fragrance will also be included in the CD pack. TV spots will appear on cable TV networks MuchMusic and MusiquePlus, with posters in Sam's stores. The campaign was designed by P2P Promotion Publicite, Montreal.

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