UNILEVER TRANSIT CAMPAIGN SHOWERS BODY WASH ON CANADIANS
By Adnews Staff
Unilever Canada has transformed transit shelters in Toronto and Calgary into shower stalls to promote the launch of its new Lever 2000 Pure Rain Body Wash. In Montreal a similar campaign will use tents instead of shelters. The shower stalls appear as four-foot high showerheads and "water droplets" on the roof and glass panels of the shelters. As part of the same campaign a group of "shower samplers" dressed in Lever 2000-branded shower curtain costumes will travel around the three cities distributing samples of the body wash in high traffic areas during the morning and evening rush hours and during the lunch hour. Unilever has also teamed with radio stations in Toronto, Calgary and Montreal for radio promotions in support of the product. The promotional campaign, created by J. Walter Thompson, is being accompanied by public relations from Media Profile.