Even in Toronto, giant flying condoms are still a novelty.

And it’s this novelty Julius Schmid of Canada is hoping will increase awareness of its Sheik brand condoms among its target audience of sexually active men and women aged 18 to 24.

Sonya Agnew, director of marketing for Julius Schmid, says the giant flying condom ties in with the company’s overall marketing by using humor to increase brand awareness.

The prodigious prophylactic – it’s 36 ft. long and 12 ft. high and painted on a banner – is the first in a series of initiatives designed to grab Toronto’s attention, Agnew continues, although she declines to say what the next one will be.

The company is using humor to show condom purchases need not be ‘all doom and gloom,’ says Agnew.

A plane used for radio traffic reports will tow the Sheik condom banner for three one-hour flights a week during morning and evening rush hours in downtown Toronto.

Sheik will be featured in broadcast billboards and 15-sec. live announcements during traffic reports on five Toronto-area radio stations: Q107, AM640, Magic 94.9, Energy 108, and Hot 103.

In all, Sheik is receiving up to 90 live announcements weekly.

Agnew says Sheik, Titan and Ramses condoms, in the Durex family of condom brands, account for 50% of retail sales in Canada.

London International Group in England manufactures Sheik, Titan and Ramses, all distributed and marketed here by Julius Schmid.

Sheik’s main competitor in the Canadian market is Trojan from Carter Products.