Dove Testimonials Dominate in $100 Mil. Campaign

CHICAGO Unilever elicits female testimonials to introduce Dove Hair Care in a $100 million North American ad blitz that broke earlier this week from Ogilvy & Mather.

The “Dove hair is here” campaign consists of five TV spots running on network, cable and in syndication. Unilever executives said they planned to spend $100 million in marketing the new Dove hair line in the U.S. The company is expecting first-year sales to reach at least $150 million, an ambitious target figure that reflects projected North America sales.

The Chicago agency’s spots show women individually discussing how Dove’s new line of shampoos solves their problems like dry hair and thinning hair. “It’s like I’m wearing a silk dress,” one woman says.

Print executions show models hair without showing their faces. Copy in one ad states, “Heavily moisturized hair without the heavily part.” The work will appear in March weeklies and monthlies such as Self, In Style, Jane and Glamour.