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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.
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