• by Nina Lentini  @Nina_Lentini, April 4, 2008

Leveraging the commonly accepted fact that girls today are maturing at younger ages than previous generations, Unilever is targeting teens with a new product created just for them--Degree Girl--and is launching an ad campaign called "OMG!" this month in support.

Unilever spokesperson Heather Mitchell would not divulge budget figures, but did say that the brand has a "robust integrated marketing plan in place to generate buzz."

Support for the campaign created by Unilever, talent management agency Walton Isaacson and branded entertainment group Mindshare Entertainment includes high-profile placements on April 16th airing of "American Idol," and a day earlier, "Dancing With the Stars." Spots also will run on Fox, CW, MTV, VH1, ABC Family, ITN, Nickelodeon and The N from April 14 to May 4.

Print ads are in the latest issues of CosmoGirl!, Seventeen, Teen Vogue, J-14 and M Magazine.

In the print ad, Ashley Tisdale, star of the Disney Channel's "High School Musical" franchise, walks toward a bank of photographers in a Hollywood setting, looking back in dismay to find toilet paper stuck to her shoe: an OMG! moment. Copy reads: "Tell us your OMG! moment and you could meet Ashley Tisdale!"

The TV spot shows Ashley tripping on stage and falling down a flight of stairs during a concert appearance. When she gets to the bottom, she announces the contest, stands up and gets right back to performing her hit song "He Said, She Said."

Buzz may continue past May; "HSM 3: Senior Year" is slated to hit theatres Oct. 24.

Beginning in June, each Degree Girl stick will include a music download card which fans can use to download songs at the online component, DegreeGirl.com. Each scent of Degree Girl will feature a different song. On the Web site now, Tisdale does a cover of "Heaven is a Place on Earth."

Unilever also has a contest going at the Web site. Through May 26, fans can share their own OMG! moments via video or post their stories to the online blog form to enter Degree Girl's Ultimate OMG! Contest to win a trip to Hollywood to mingle with Tisdale.

Degree Girl hit store shelves for the first time in mid-March. It is available at mass-market retailers nationwide for an average retail price of $2.42.