Hitting major cities across Canada, the month-long "Wide Mouth Mason Durex Condoms Play It Safe Tour'' will see Durex's mascot on hand at concerts to give away free condoms and safe-sex brochures.
Durex returned to back the band's November tour after a similar sponsorship deal with the group earlier this year led to a jump in brand awareness. Durex Director of Marketing Sonya Agnew cites the tour and the humorous approach of the painted "Iron Sheik'' bus -- named for the marketer's Sheik brand condom -- as keys to reaching a younger market.
Behind the sponsorship is Voltage Promotional Marketing of Vancouver, British Columbia. Durex's advertising in Canada is handled by MacLaren McCann, Toronto, while GCI Group, Toronto, handles
Copyright November 1999, Crain Communications Inc.