Ansell Personal Products, maker of LifeStyles condoms, has renewed an agreement with radio personality Howard Stern to promote its brand.
"We are excited about entering our second year of an exclusive arrangement with Howard," said Carol Carrozza, director of marketing for the Eatontown, N.J.-based Ansell.
Ansell agency SSD&W Integrated Marketing Communications in Montville, N.J., is creating a new set of radio ads for Stern to read on his popular morning show, which airs on 92.3 FM K-Rock in the New York market.
The spots will solicit participation for the client's third annual "LifeStyles Video Contest." Contestants are asked to submit broadcast-quality TV commercials touting LifeStyles.
The winning spot will become part of LifeStyles' advertising, airing on cable and local TV. The campaign will also include print ads.
The agency has handled the integrated account since 1994. While executives declined to comment on the budget, Ansell spent around $250,000 on advertising last year, according to Competitive Media Reporting.
The agency will target men and women aged 18-34. Women account for about 35 percent of the total market, said an Ansell representative.