To launch Dove Styling, Dove decided to use some recognizable women in its campaign. Animated ones, that is. Wilma Flintsone ("The Flintstones"), Jane Jetson ("The Jetsons"), Velma Dinkley
("Scooby-Doo"), and Marge Simpson ("The Simpsons") are part of an integrated campaign (TV, print, and outdoor) to hawk Dove's new hair styling products. Television spots, created by Ogilvy & Mather
Chicago, launch at the end of January. Print breaks in February. The ads can be seen on high-rated shows targeting women. Print ads show each character before they use Dove Styling, and the dramatic
change afterwards.
--Amy Corr
