Unilever readies new Dove campaign
By Adnews Staff
Unilever will begin a new campaign in April to promote a new line of Dove Advanced Care hair products. The campaign will consist of print advertising, online materials and promotional activities produced by Capital C and PHD Canada. The national initiative will run through the fall in Transcontinental properties including Elle Canada, Canadian Living, Style At Home and Homemakers. The creative, following the theme of the brand's previous campaign, uses real women instead of models. The promotional component will feature Transcontinental staff members in photo layouts in which they describe their own hair. Readers will also be invited to submit their own stories for use in a future promotion.
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