Dove launches cool national promo campaign

Readers of free commuter daily, Metro are in for some cool reading tomorrow. The entire April 5 issue (in Toronto, Montreal, Vancouver and Ottawa) will be printed on a cool green-coloured paperstock to herald the launch of Dove's new Cool Moisture Bodywash product line. A sample will also be affixed to the cover in addition to a double-page pop-up. Toronto-area commuters traveling through the Union and Eglinton subway stations this week will also get the cool treatment via a traveling photo exhibit entitled the Dove Cool Moisture Art Gallery. The OOH creative, developed by ad shop Ogilvy & Mather, will feature portraits of women with the products set within an art gallery-style exhibit. The exhibit will also be shown at the La Gauchetiere Building tunnel in Montreal and the Pacific Centre corridor in Vancouver throughout the month of April. Other elements include print and online buys, as well as a TV viewing contest on Global. The Dove Cool Moisture launch was a collaborative effort by ad shops, O&M, Capital C Communications and media shop PHD Canada.
By Staff 
April 4, 2006

Readers of free commuter daily, Metro are in for some cool reading tomorrow. The entire April 5 issue (in Toronto, Montreal, Vancouver and Ottawa) will be printed on a cool green-coloured paperstock to herald the launch of Dove’s new Cool Moisture Bodywash product line. A sample will also be affixed to the cover in addition to a double-page pop-up. Toronto-area commuters traveling through the Union and Eglinton subway stations this week will also get the cool treatment via a traveling photo exhibit entitled the Dove Cool Moisture Art Gallery. The OOH creative, developed by ad shop Ogilvy & Mather, will feature portraits of women with the products set within an art gallery-style exhibit. The exhibit will also be shown at the La Gauchetiere Building tunnel in Montreal and the Pacific Centre corridor in Vancouver throughout the month of April. Other elements include print and online buys, as well as a TV viewing contest on Global. The Dove Cool Moisture launch was a collaborative effort by ad shops, O&M, Capital C Communications and media shop PHD Canada.