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NEW YORK — Alloy Design, the marketing and media division of 360 Youth, has developed an online summer promotion for Playtex designed to allay teen girls’ worries about wearing a bikini during their periods.
Called “AJ’s Beach Madness Game,” the effort lets teenagers guide fictional character, Amanda James, on her surf board as she rides the waves. It also features beach bag essentials highlighting Playtex products and e-cards that invite friends play the game.
The program, which aims to drive trust, loyalty and product trial for the brand, can be found at the Amanda James Web site ( http://www.amandajames.com/).
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