Dove to Run Drive Via MySpace Site
Dove is rolling out a summer campaign for its Go Fresh range through social networking site MySpace. A customised community page, www.myspace.com/ dovegofresh, features video content presented by T4′s Miquita Oliver. Clips offer advice on summer fashion, health, fitness, careers, finance and romance. Users can also submit their own fashion and lifestyle tips.
The work, which uses the strapline ‘Freshen up for summer,’ will be supported by experiential activity at music festivals including Gatecrasher and Creamfields. A MySpace ‘Summer Daze’ bus, hosting intimate gigs with chart acts, will offer samples at the events.
In April, Unilever launched a Dove-branded TV channel in the US. It is soon to debut in the UK as part of the brand’s recent relaunch. The concept was devised to support the brand’s ‘Campaign for Real Beauty’.
Copyright Haymarket Business Publications Ltd. Jul 30, 2008
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