Unilever to break Dove Pro Age campaign in Quebec
By Adnews Staff
Unilever Canada is about to extend its Dove Pro Age campaign into Quebec. The Pro Age product line consists of skin and hair care products aimed at women over the age of 50. The Quebec phase of the campaign will consist of Quebec women outlining their life stories, including actress Judi Richards. The campaign will include magazine, in-store and online advertising. “Women find inspiration in each other and then become inspired themselves,” said Barbara Owen, Dove face brand manager at Unilever. “Judi Richards is a wonderful example of what celebrating age is all about. At the age of 53, her life has never been more fulfilling and her artistic career is flourishing. Women can easily identify with Judi's down to earth personality and be inspired.” The print component will consist of a seven-page ad in TVA publications 7 Jours, Clin D’Oeil, Femme Plus, Chez-Soi, Ma Maison and Le Lundi. The creative invites readers to submit their own inspiring stories for a chance to be included in an upcoming issue. The ads also invite readers to see Richards speak at an Archambault book store in Laval on May 12. Product sampling will also take place at this event. Dove Pro Age products will also be promoted with in-store materials at other Archambault stores in Quebec. New print ads will run each month from May to July, each promoting a different product and featuring a life story submitted by a reader. In September, Archambault will release a book featuring stories gathered during the campaign. The campaign was developed by PHD Canada in association with TVA.