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Pharmascience begins Helixia campaign

Pharmascience of Montreal has begun a brand awareness campaign for it cough remedy product Helixia. The six-week campaign, developed by Bell Media Mix and ZenithOptimedia, is aimed at mothers of children under the age of 12. It will make use of outdoor advertising from Astral Out-of-Home and television commercials on Bell Media channels. The two 30-second commercials feature Canal Vie television personality Katrine Paradis. They will air on Canal Vie, Canal D, Séries+, Musimax, Vrak TV, Télétoon and Télétoon Rétro. In addition, 15-second sponsorship banners will run at the start of participating shows. Out-of-home elements will include ads on eight digital display faces in the Greater Montreal Area.

"We are pleased to put our team's excellence and Bell Media's multiple platforms and brands to the service of Helixia for yet another Bell Media Mix campaign that is as targeted as it is creative," said Michelle LaBarre, vice-president of Bell Media Mix.

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