DOVE ROLLS OUT NEW PRODUCT
By Adnews Staff
Lever Pond's of Toronto is promoting its new Dove anti-perspirant with a print campaign from Ogilvy & Mather. The new line extends the Dove brand which also includes bar soaps and body washes. Advertising broke this week with an insert in national newspapers. The four page insert features a window on the cover and the text "After 35 years of taking care of your skin, we realized we missed a spot." Inside a woman's arm is seen holding up the new anti-perspirant. Nancy Vonk, co-creative director at O&M in Toronto, said the unique selling point of the product was that it cares about you skin, "even the skin under your arms." The insert will be supported with a print ad in Canadian magazines. The magazine ad reads "Your skin doesn't stop here. Why should your skincare?" and features a women with her arm raised. The text runs along the side of her body and under her arm with a space left just under her armpit. Dove's new anti-perspirant is available in powder, fresh, original and unscented fragrances as well as in roll-on, solid, invisible solid and dry formulas. A U.S. television campaign from O&M in Chicago is promoting the product south of the border.