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Canadian male cologne launches on back of interactive CD

Published on .

MONTREAL -- Houbigant Ltee of Laval, Quebec, has launched a new fragrance for men using hi-tech ad techniques and an interactive CD.

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.

The 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 ads will appear on MuchMusic and MusiquePlus with posters in Sam's stores. The campaign was designed by P2P Promotion Publicite of Montreal.

Copyright September 1996, Crain Communications Inc.

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