Unilever breaks billboard campaign for skin firming products
By Adnews Staff
Unilever Canada has begun a new phase in its ongoing “Campaign for Real Beauty” promotion for its Dove brand. The company yesterday broke a new series of billboard ads featuring real Canadian women wearing underwear. The ads promote a new line of skin firming products including a body wash, a body lotion and a cream. The women in the ads used these products daily for two weeks prior to the photo shoot for the creative. The eight women were selected in an audition process that began in the fall of 2005. According to the company, approximately 2,000 women in six Canadian cities participated in the auditions. “Dove is using these ads to show that using a skin firming product is not about transformation, but rather about taking care of your skin and feeling great about your curves,” said Sharon MacLeod, Dove marketing manager. “We hope that women will see, appreciate and be inspired by this contrast with typical firming ads.” The campaign will run from May 1 until May 28 in Vancouver, Edmonton, Calgary, Toronto, Ottawa, Montreal and Halifax. The “Campaign for Real Beauty” concept was created by Ogilvy & Mather in September 2004.