LITMUS PAPER TEST RETURNS IN NEW DOVE CAMPAIGN
By Adnews Staff
Unilever Canada is inviting women to test the mildness of their soaps in a new advertising campaign for its Dove brand. A magazine insert in January issues of women's magazines, including Chatelaine, contains a piece of litmus paper women can use to test their soap. Television advertising also focuses on the litmus test and describes a number of competing soap brands also being tested. The litmus paper test first ran in Dove's advertising in 1991. Toronto-based Unilever Canada's director of marketing Michael Alexander said the new campaign is quite different and more contemporary, letting women actually interact with the litmus paper. A second print ad is scheduled to launch in February comparing a number of competing soap brands to Dove. Advertising for Dove is done by Ogilvy & Mather of Toronto.