UNILEVER PROMOTES REFORMULATED LEVER 2000
By Adnews Staff
Unilever Canada has released a reformulated version of its Lever 2000 bar soap. According to the company, the new Lever 2000 Moisture Response soap has been reformulated to provide extra moisture to the driest areas of the body. The introduction of the soap is being promoted with television advertising created by J. Walter Thompson in the U.S. and adapted for Canada by the agency's Toronto office. The television creative is similar to the "body parts" advertising used for the brand in 2000. The tagline is "Good Clean Fun." The television advertising will run until the fall and will be supported with print advertising in Profit, MoneySense, Canadian Business, Flare and Cosmetics magazines. Direct marketing efforts by POW! Promotions Or Whatever and public relations by Media Profile, both of Toronto, are also part of the campaign. The original Lever 2000 soap was introduced in 1991.