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L’Oréal moves from traditional ad approach in conjunction with Canadian Idol

News | 02/27/2004 5:00 am EST

L’Oréal thinks it has the answer to the degradation in value of traditional advertising in the face of personal video recorders, audience fragmentation, and alternative platform advertising such as SMS messaging. The Paris-based cosmetics company was able to extend its brand through a sponsorship deal with CTV Inc.’s hit reality TV show Canadian Idol that involves not only broadcasting the company’s ads during the show, but also embedding product information into the program, using related web sites, and holding a contest tie-in with Shopper’s Drug Mart.

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