Unilever commissions stage play to promote Dove Pro Age
By Adnews Staff
Unilever will debut a specially-commissioned stage play in April 2008 to promote its Dove Pro Age line of beauty products for women over the age of 50. The idea came from Ogilvy & Mather. The play, which is being written by Judith Thompson, will examine societal views of aging. It will be performed at the Young Centre for the Performing Arts in Toronto by a cast of 12 women who are not professional actors. Unilever has begun a national contest to find three cast members. To apply, women must write audition letters addressed to their own bodies and submit them to a website at Doveplay.ca. The site was constructed by Captial C. Unilever has formed a promotional partnership with Canadian Living magazine to support the play. The deal includes editorial coverage, advertising space and special features about the play on the magazine's website. Print advertising will also run in More, Homemakers, Madame and Coup de Pouce. Online advertising will also be used, as will media and public relations, conducted by Harbinger. Media buying is being handled by PHD.