Dove Body Wash introduces new national campaign
Integrated multi-agency plan results in innovative marketing hybrid.
Chicago, I.L. -- Dove Body Wash, a Unilever brand, is launching a new national campaign today aimed towards Latina consumers with an innovative partnership between Univision Networks and well-known Latina celebrity, Giselle Blondet.
“We have created an entirely new hybrid, integrating the best of advertising, public relations and consumer promotions resulting in an innovative vehicle that can effectively communicate branded beauty attributes to the Latino market,” said Annette Fonte, Senior Multicultural Marketing Manager, Unilever.
Starting July 11, Giselle Blondet joins an elite group of celebrities who lend their images and work with corporations developing an emotional connection between Latin consumers and a new beauty product. She will star in a series of vignettes that show how a Dove shower experience can help busy Latinas reconnect with themselves so they can feel refreshed, energized and ready to take on any responsibility – work, family or more.
“I am proud to be working with Dove, a brand that celebrates real women and real beauty – it is a brand and that our mothers and grandmothers have trusted for years,” said Blondet.
Airing across the local and national Univision network, these vignettes appeal to Latina Moms in a creative and humorous manner utilizing Giselle’s down-to-earth and playful personality.
“Giselle Blondet is a very positive, approachable Latina who inspires trust and credibility,” said Rob Master, brand manager for Dove Body Wash. “As a single mom herself, she can relate to our audience of moms – and with her fun and spontaneous nature, she is perfect to tell Latinas about Dove.”
According to research conducted by Dove Body Wash, the shower is the only time many Latina Moms have for themselves without interruptions. Master explained that instead of encouraging the women to “escape from it all, like many of other body wash companies do, Dove Body Wash wants to encourage women to take this time for themselves to relax and refocus so they can give more of themselves to their family – that’s a powerful message for the Latina woman who does it all.”
In addition to the vignettes, Giselle and all vignette content will be available on univision.com, keyword (or “uniclave”) Dove. Consumers will have an opportunity not only to learn about the body washes and obtain free samples but also win a spa weekend getaway in Miami and an opportunity to meet Giselle.
Dove Body Wash also will hit the airwaves on Univision Radio stations across key markets and run full-page ads running in Latina, Mira, Vanidades, TV y Novelas, and Cosmopolitan en Español during July and August. It also will be featured as part of Unilever’s high-impact, multibrand mobile beauty tour “Secretos de Belleza” (“Beauty Secrets”) hitting Miami, San Antonio, Chicago and Los Angeles.
Finally, Dove Body Wash has partnered with Wal-Mart to bring Giselle's Shower Therapy team of experts to help women solve real-life shower problems across 337 Hispanic stores.
“We are really proud of the integration we’ve achieved with all our media, retail and agency partners,” added Master. “By turning on the radio, watching TV, shopping at her local Wal-Mart or by attending a community event, our Latina consumer will learn about Dove Body Wash in a way that is relevant to her and in the language she speaks and loves. That kind of connection is very powerful and that's what Dove does best: speak to real women.”
Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product, which includes bar cleansers, body washes, face care, anti-perspirants/ deodorants and hair care. Dove anti-perspirant/deodorant is the No. 2 female-oriented anti-perspirant/deodorant brand in the United States. Dove is available nationwide in food, drug and mass outlet stores. The Dove mission is to make women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves. Visit www.dove.com.
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