Photo courtesy CNW Group
Hundreds of people gathered in downtown Toronto in March to climb an 18.3-m (60-ft) tall ice wall, which was installed as a temporary billboard for Colgate Palmolive’s new Speed Stick Gear line of men’s personal care products.
A branding event took place from March 14 to 15 at the corner of Queen Street West and Soho Street, where professional climbers assisted passersby in taking on the ice wall challenge, while a promotional team handed out antiperspirant samples.
“Speed Stick Gear with DryCore technology helps prepare you for pulse-inducing moments,” said Samantha Boulukos, vice-president (VP) of marketing for Colgate Palmolive Canada. “As part of the launch, we look forward to engaging even more consumers who are craving their next adventure.”
By the end of the event, more than 200 people had reportedly climbed the wall.
