Digital: Dove to run drive via MySpace site
Dove is rolling out a summer campaign for its Go Fresh range through social networking site MySpace.
A customised community page, www.myspace.com/dovegofresh, features video
content presented by T4's Miquita Oliver. Clips offer advice on summer
fashion, health, fitness, careers, finance and romance. Users can also
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The work, which uses the strapline 'Freshen up for summer,' will be
supported by experiential activity at music festivals including
Gatecrasher and Creamfields. A MySpace 'Summer Daze' bus, hosting
intimate gigs with chart acts, will offer samples at the events.
In April, Unilever launched a Dove-branded TV channel in the US. It is
soon to debut in the UK as part of the brand's recent relaunch. The
concept was devised to support the brand's 'Campaign for Real Beauty'.
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