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J&J promotes condom brand during Rio's Carnival

Published on .

Johnson & Johnson's Jontex brand, Brazil's leading condom brand, is using the country's world-famous Carnival festivities to launch a major branding campaign.

Created by DPZ, Sao Paulo, a nationwide ad campaign carries the tagline, 'It's good for you.'

Jontex also is sponsoring the TV transmission, through Bandeirantes NET, of the carnival festivities in the city of Salvador, which hosts one of the country's most notorious parties. The brand is also being plastered across billboards and buses in key towns.

Brazil's Carnival (Feb. 24-28) has become a traditional platform for both the government and private companies to push branding or educational messages.

Copyright February 2001, Crain Communications Inc.

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