UNILEVER BEGINS NEW SUNLIGHT PROMOTION
By Adnews Staff
Unilever Canada has begun a new effort to market Sunlight laundry detergent as a way to get children's clothes clean. This effort involves a new product formulation, packaging design and advertising. The brand's previous tagline, "Go Ahead. Get Dirty," has been retired. The re-designed packaging, which started shipping last week, uses images of five clean children. One image shows a soccer player in a white uniform. Another shows a boy on a bed of lemons with white socks in the foreground. New television advertising will break on March 8. Print advertising will begin in mid-March. Unilever used Davis and Zig, both based in Toronto, on the packaging design and advertising. Marketing communications for Sunlight are handled by Venture Communications of Calgary.