DOVE TARGETS WOMEN WITH NEW YEAR EFFORT
By Adnews Staff
Dove Canada is launching a new four-month bilingual marketing campaign next week. The campaign is targeting women by delivering "uplifting" messages through the fitness centre ads of Zoom Media and New Media. Posters along with mirror and equipment tags will appear in 60 locations in Toronto, Vancouver, Calgary, Montreal and Edmonton. Messages will include "Exercise your favourite muscle, your smile," "Your glow shows," "You're a perfect size you" and "Inhale your beauty. Exhale your beauty. (repeat)." Each execution also includes the line "Love, Dove. Advertising will be supported with the distribution of Dove Face Care product samples. A program for Dove Hair Care products that will offer Dove Shampoo and Conditioner in gym showers and samples to gym members is also scheduled to run. Advertising was created by Ogilvy & Mather of Toronto. Public relations for Dove are handled by Harbinger, also of Toronto.