Bangkok--15 Sep--Ogilvy Public Relations Worldwide
Dove Cream Shampoo and Conditioner, unique with ? moisturizing milk, reinforces its ‘hair care expert’ image by investing 62 million baht into the launch of its new ground-breaking formula Dove Delicate Care. This latest Dove innovation is perfect for normal hair and will help countless women to have the confidence to let their hair down anytime.
Promoting this latest innovative formula is the biggest product sampling distribution event to happen ever, both for Unilever and Thailand’s consumer products industry. Called “New Dove Day — Let Your Hair Down”, the event will have 500,000 Dove Delicate Care product samples distributed to consumers throughout Bangkok in a single day.
According to Mrs. Wannipa Bhakdibutra, Vice President - Personal Care Business Unit of Unilever Thai Trading Ltd., “Dove’s research on consumer behavior indicates that although most women with normal hair actually want to let their hair down, they are not confident about doing this because they think that their hair is not healthy. They would only do so if they are sure that their hair is healthy, full of body, and soft to the touch. Based on such findings, we have then developed the new ‘Dove Delicate Care’ - a new shampoo for normal hair that gives twice the hair manageability and smoothness than what other shampoos can offer, without making it look limp and dull. With the new Dove Delicate Care, you can let your hair down, and show off your soft, silky and healthy hair any time you feel like it.
“To challenge women to try and prove for themselves the benefits of using the new Dove Delicate Care after the first wash, Dove has created this year’s remarkable marketing phenomenon marking the biggest-ever product sampling distribution event in the history of Unilever and Thailand’s consumer products industry via “New Dove Day - Let Your Hair Down.
“We are positive that through this big product sampling distribution event, many consumers will be encouraged to try our new innovative product and immediately experience its product benefits. This will also further enable Dove to reach a much larger base of new target consumers,” shared Mrs. Wannipa.
The “New Dove Day - Let Your Hair Down” event is slated on 14 September 2006. Over 665 Dove staffs, divided into 132 teams, will be going around and visit more than 300 traffic areas throughout Bangkok to distribute Dove Delicate Care samples to Thai consumers, especially office women, university students, shoppers, etc. The product sampling distribution route will run from the northern side, passing through the heart of Bangkok via Vibhavadee, Asoke and Ratchadabhisek roads, to Suksawat and Rama2 roads, then crossing Chao Phraya River to the eastern side around Bang Na road. It will stop by business areas on Silom, Sathorn, Wireless roads; colleges and universities in Bangkok; prime shopping centres along Sukhumvit, Ratchaprasong, Maboonkrong, and Bangkapi roads; major piers such as Sri Phraya and Ta Prachan; BTS stations; MRT stations; express ways; parks and recreation places; and Bangkok’s popular entertainment areas.
Unilever Group of Companies in Thailand is a leading fast moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers with a wide range of leading brands that add vitality to life of Thai consumers in four categories. Home and Oral Care products include Close-Up toothpaste, Breeze, Omo and Surf detergents; Comfort Fabric softener; Sunlight dishwashing liquid; Vim floor cleaning products. Personal Care products are Sunsilk, Clinic Clear and Dove hair care products; Axe and Rexona deodorant; Dove, Pond’s, Vaseline, Citra skin care products and Lux. Foods and Ice cream products include Wall’s Ice Cream, Knorr, Lipton and Bestfoods. A Luxury Division of Unilever is a direct sales business within the group.
Information : Dove Cream Shampoo and Conditioner
Unilever Thai Trading Ltd.
For more information, contact: Punchama Chatchen ( [email protected] )
Ninrat Deesomsuk ( [email protected] )
Surasa KhlaiAksorn ( [email protected] )
Ogilvy Public Relations Worldwide Ltd.
Tel: 02205 6000
Click for photo release at www.thaipr.net