Unilever's Sunsilk Launch Goes Far Beyond The Box

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For its biggest hair-care product launch ever—the U.S. debut of Sunsilk—Unilever is giving its media dollars a workout in an ambitious attempt to reach its frenetic target audience wherever it may be.

The packaged-goods giant is earmarking 15 percent of its total budget for the campaign, or about $30 million, for nontraditional media. Platforms include mall displays that use a new audio technology to grab the attention of passersby, a profile and ads on MySpace.com,

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