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Ansell promotes LifeStyles via football tie-in.

OAKLAND, Calif -- This fall Ansell Personal Products' LifeStyles brand has become the "official condom of the Oakland Raiders radio broadcast."

No other radio station carrying the games of a National Football League (NFL) team has a similar marketing relationship, according to a spokesman for KTCT, which broadcasts the Raiders games locally.

"Life is a contact sport, just like football," notes Ansell director of marketing Carol Carrozza. "By joining the Raiders' family LifeStyles becomes part of another enjoyable aspect of men's lives."

The promotion, which began August 3, will run through December 26. LifeStyles promoted its Xtra Pleasure brand at "Raiders Fanfest" at Jack London Square in Oakland in early September with product sampling, giveaways and coupons.

In addition, KTCT on-air personalities are making continuous promotional announcements for the brand as well as conducting live interviews with Carrozza.

"The majority of listeners are males ages 18 to 40," Carrozza remarks, "essentially the same age group as football fans and condom users. The NFL, sports talk and sex are mainstays in most men's lives -- so are condoms. We want them to choose LifeStyles brand."

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Publication:Chain Drug Review
Geographic Code:1USA
Date:Oct 26, 1998
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