Media-rich Dove pro-age campaign targets mature Quebecoise

Fine-tuning the product's inspiration platform for French-Canadian females, PHD is leveraging the fame of a popular regional celebrity.

Later this month, Unilever Canada will launch a particularly media-rich initiative in Quebec on behalf of Dove’s Pro-age products. The multi-platform campaign was devised by Toronto-HQ’d PHD Canada and focuses on one of the most popular over-50 personalities in the province – comedian/actress/singer/author Judi Richards.

PHD strategized about effective exposure opps for Richards with Montreal-based TVA publications, which prepared all the creative, and with the Archambault bookstore chain. The results include a seven-page advertorial telling her inspirational life story published in last month’s issues of 7 Jours, Clin D’Oeil, Femme Plus, Chez-Soi, Ma Maison and Le Lundi.

The advertorial also contains a call to action for women over 50 to submit their own inspiring life stories for possible future publication in one or more TVA magazines. This component was teased in March with in-store bookmarks and ads on to set the stage for the launch.

‘The entire campaign focuses on women inspiring each other,’ says Fred Forster, PHD Canada president/CEO. ‘Our research showed us that the best way to attract attention in this market is to engage them through their leisure activities. This group is well educated and enjoys reading as part of their leisure time. We couldn’t have found a better promotional fit.’

The best of the consumer stories will be included in a book in progress that’s another part of the Quebec campaign. To be released in September and promoted in Archambault stores, the limited edition book will also include motivational thoughts from Richards, plus anecdotes about how mature women can live life to the fullest which she will gather during a speaking tour that kicks off on May 12 at Archambault’s Laval store. Sampling of Pro-age products will take place at each stop.

Dove Pro-age is also sponsoring what PHD terms a ‘celebration highlighting Richards’ favourite books, music and DVD picks.’ Refreshed each month through July, these will be featured in signage at Archambault bookstores and online at The bookstores will also host customized Dove reading areas where consumers can interact with Richards materials and Pro-age products.

Additionally, advertorials will appear in the May, June and July issues of 7 Jours, Clin D’Oeil, Femme Plus, Chez-Soi, Ma Maison and Le Lundi featuring a different Pro-age product and an inspirational story taken from the submitted entries.