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CHICAGO – Shhh! Quintessence is going after the heart of its audience in that secret area at the back of magazines where people often discretely look for ways to meet their mates. You know, the classified section.
Quintessence’s first campaign for its new pheromone-based Jovan Musk(2) cologne uses blind personal ads in the classified sections of major magazines as part of the media mix for the new product.
Arian, Lowe, Travis & Gusick, Chicago, is handling the launch of what the company says will be a $3-million campaign.
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