Unilever readies commuter campaign for Dove Cool Moisture
By Adnews Staff
Unilever Canada will break a campaign for a new product line called Dove Cool Moisture tomorrow. As part of the promotion, the April 5 issue of commuter newspaper Metro News will be printed on green paper and will include a sample packet of bodywash on the cover. The special issue, encompassing 540,000 copies of the publication, will be distributed in Toronto, Montreal, Vancouver and Ottawa. The promotion was developed by PHD Canada in association with Metro. Capital C Communications produced the advertising creative, which consists of a double-page spread and a front page banner. Public relations are being handled by Harbinger. Additional campaign elements, also aimed at commuters, include installations called the Dove Cool Moisture Art Gallery in the underground paths at the Union and Eglinton subway stations in Toronto, the La Gauchetiere Building tunnel in Montreal and the Pacific Centre Corridor in Vancouver. This creative, developed by Ogilvy & Mather, consists portraits of women interacting with the products and ingredients. The installations will remain in place through the month of April. In addition, in-store, print and television advertising will support the launch of the product line, as will a contest conducted in association with a new television series called "From the Ground Up with Debbie Travis," airing on Global. “This entire campaign plays on the sensorial nature of the Dove Cool Moisture product line,” said Patricia Larez, brand manager for the line. “It engages consumers’ senses at various touch points, communicating the idea of refreshment and care by leveraging the visual cues of cucumber, green tea, and water.” The Cool Moisture line comprises bar, bodywash, body lotion, facial cleanser and anti-perspirant variants.