Jan 27, 2005 6:08 AM, PROMO Xtra, By Patricia Odell
Dove Taps Wilma Flintstone and Others to Introduce Styling Aids
 |
| Marge Simpson lets her hair down in the new Dove commerical |
That's one of the premises for a new campaign by Dove that uses animated characters for the first time to introduce its new styling line in an integrated campaign that encompasses everything from TV ads to mall tours.
Marge Simpson, Wilma Flintstone, Jane Jetson and Velma Dinkley will be featured in the ads and promotions for Dove Styling. The new line introduces five hairsprays and seven styling aids for a suggested retail price of $3.99.
This month, a sweepstakes kicks off in partnership with InStyle magazine with the grand-prize winner getting a day trip to New York City that includes hair and makeup sessions, spa treatments, dinner and two tickets to a Broadway show. Consumers can go to Dove.com/instyle to enter.
Next month, in-store product demonstrations begin at retail stores across the country, a sampling tour kicks off and a national FSI drops offering $1-off coupons for any purchase from the new line. And, customized TV spots featuring Wilma begin running on Wal-Mart's closed-circuit in-store TV.
The mall tour, The Style that Moves Tour, kicks off March 4 in New York City with a traveling Salon where visitors can get one-on-one information about the new products. The tour ends April 24 at the Mall of America in Minneapolis, MN, and hits Boston, Atlanta, Cleveland, Charlotte, NC, Pittsburgh, PA and Chicago in between.
Ryan Partnership, Chicago, is handling the sweeps and mall tour and Ryan Partnership in Wilton, CT, handles interactive elements. Marketing Drive Worldwide, Wilton, CT, handles in-store elements.
For more stories on event marketing
For more stories on games, contests & sweeps
 |
DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. |
 |
||||
| A panel of professionals answers your questions. Submit your questions. | ||||
 |
Michael McKelvie Gift Cards and Reward Cards   |
|||
 |
Bob Bell Tie-in Partnerships  |
|||
 |
Dave Hunt Rebates  |
|||
 |
Bruce Hollander Sweepstakes  |
|||
 |
Joel Parent Interactive  |
|||
 |
Become an Expert More Info |
|||
Promo Newsletters
PROMO Premium & IncentivesPROMO's P&I E-newsletter is the bi-weekly source providing insights on the latest products, innovations, company news, launches, and more. As the premiums and incentives industry continues to grow, the P&I E-newsletter keeps you informed about developments that affect your business and gives you a better perspective on this multi-billion dollar industry.
PROMO XtraTo stay ahead in today's fast paced promotion industry, marketers and agency execs turn to PROMO Xtra, the must-read e-newsletter from the editors of PROMO. Sent out three times each week, PROMO Xtra keeps them up-to-date on the latest news, ideas, mergers, campaigns, launches, and more.
