Dove's New Lineup
ove is moving into the hair care category with the biggest launch in hair care history, according to Unilever here. The company is backing its new Dove line of 13 shampoos and conditioners for under- and over-moisturized hair with more than $100 million in marketing support. This includes television and magazine advertising, freestanding inserts and 90 million free samples. The new hair care products combine more than 15 Weightless Moisturizers that allow just the right amount of moisture to the center of each strand. The Dove hair care line shipped to stores last month. The shampoos and conditioners have a $3.69 price tag.
'Ring'-ing Up Support
GLENDALE, Calif. -- The DreamWorks hit thriller "The Ring" will scare up support through a multi-million dollar television and radio advertising campaign. Cross-promotional trailering on upcoming DreamWorks Home Entertainment and Universal Studios Home Video releases like "8 Mile," "The Tuxedo" and "Road to Perdition" will generate 30 million consumer impressions. Paying homage to the film, the VHS format version will be packaged in a limited edition, see-through acetate sleeve. In addition, the studio will debut the original international cult hit, "Ringu," on VHS and DVD to coincide with the release of "The Ring." Both "The Ring" and "Ringu" will appear on store shelves March 4.
Sweet Deal
CENTURY CITY, Calif. -- Twentieth Century Fox Home Entertainment here and 1800Flowers.com joined forces to create a special gift for consumers this Valentine's Day. Consumers will receive a $5 coupon for 1800Flowers.com when they purchase select Fox titles. The coupon is packaged inside Fox Valentine's Day promotional titles like "Moulin Rouge," "Hope Floats" and "Someone Like You." 1800Flowers.com will also support the promotion with a unique online sweepstakes where consumers submit their favorite Valentine's Day greeting for a chance to win prizes, including a 53-inch big-screen TV and DVD player from Pioneer, as well as 10 titles from Fox Home Entertainment's Valentine's Day catalog collection. Additionally, a Valentine's Day DVD cross-promotional booklet will be inserted into floral deliveries until Feb. 13.
