Unilever, Corus begin joint national promotion
By Adnews Staff
Unilever has begun a campaign for its Sunlight laundry detergent called “Every Grass Stain Tells a Story” in association with Corus Television. The conclusion of the initiative will be a $25,000 makeover of an outdoor space in a Canadian community. During the first phase of the campaign, which will begin today and run for four weeks, 30-second commercials on W Network and YTV will invite viewers to submit stories about why their local space needs a makeover. These ads will be supported by 10-second clips on-air and on the websites of the two channels. During the second phase, which will run for two weeks in May, four semi-finalists will be profiles in a new set of 30-second ads. Viewers will be encouraged to vote online for a winner. The third phase will begin on June 18 with a 60-second vignette featuring before-and-after footage of the winning space. The association between Unilever and Corus was arranged by PHD Canada.