TORONTO -- Condom manufacturer Julius Schmid of Canada, based in Concord, Ontario, is using humor once again to attract attention to its product and get people to talk about safe sex. A billboard campaign has been launched in Toronto this week that shows a three- dimensional light switch turned on with the name Ramses on the switch cover where the word "on" would normally appear. Julius Schmid distributes Durex condoms in Canada under the brand names of Ramses, Sheik and Titan. The campaign will also use national TV, radio in Toronto and Montreal, and print in alternative publications in Toronto, Montreal and Vancouver.
A giant condom airship is also circling Toronto doing radio traffic reports and a giant walking condom mascot will make appearances at various adult events throughout the summer. MacLaren McCann of Toronto is handling the advertising while public relations is being done by GCI Communications, also of Toronto.
Copyright June 1997, Crain Communications Inc.