ENGLEWOOD CLIFFS, NJ: Dove is launching its new Dove Go Fresh Burst collection of beauty products with a video series set to air during The CW's Gossip Girl. The PR for the campaign, which will launch on April 27, includes media outreach with Gossip Girl actress Jessica Szohr, a Web site, and social networking all targeted at women in their twenties.
"For us, it's about launching [the new collection] in a way that stays true to our brand," said Stacie Bright, senior communications and marketing manager for Unilever, which owns Dove. The collection includes deodorant, bodywash, and bar soap, among other items.
"Gossip Girl: Real NYC Stories Revealed" features four women in their 20s discussing the challenges in their lives in 90-second TV spots hosted by Szohr. Production partners for the video series include Warner Bros. Television, along with the CW.
The inclusion of real women is one aspect that stays true to the Dove brand, Bright said, and the research Dove conducted looking at the pressure points of the lives of women is also typical of campaigns from Unilever.
Edelman, Dove's US AOR, is working on the campaign, and has a wide-reaching media plan to reach the target audience. Szohr and the four women are doing media interviews, and the campaign also includes a mobile component. Dove Go Fresh has an interactive Web site with widgets and behind-the-scenes videos, and is also on Facebook.
"PR is such an incredible amplifier of the program," Bright said, noting that the campaign was supported by a robust 360-degree marketing plan. "Dove really values the PR channel and how it's been able to tell the real stories."
In its research, Dove found that 68% of women in their 20s believe their lives would be more fulfilled if they did not put so much pressure on themselves, so the messaging for this campaign is about "giving women a fresh perspective on love, life, career, and success," Bright said. The women in the series discuss all the "pressure points that are relevant to all women: beauty, career, dating, finance, family, and friends."