BOWL MVP JOINS FORCES
IN MARKETING CAMPAIGN
• “Who Dat” in the shower with Dove? Super Bowl XLIV
MVP Drew Brees. The New Orleans Saints quarterback appeared in new digital campaign for Dove Men+Care,
which Unilever rolled out
after his team beat the Indianapolis Colts.
The “Victory Shower”
campaign is a first of its kind
for the Unilever brand and
involved shooting players
from both teams in advance,
with the final spot being selected based on the result of
Victory Shower is also
featured in a series of home-page takeovers on hyper-relevant sports sites including usato-day.com, cbssports.com, yahoosports.com and foxsports.com. The
full campaign, together with behind-the-scenes footage and an interview with Brees, is available at www.dovemencare.com
• To celebrate its 50th anniversary, Downy fabric softener is
donating 5 cents from every sale of specially-marked bottles to provide comforting quilts to hospitalized children. Last year, the brand
partnered with Quilts for Kids, Inc. and award-winning actress and
star of“Grey’s Anatomy,” Chandra Wilson, to launch the Downy
Touch of Comfort Program—its first large-scale cause marketing
program. Downy delivered thousands of quilts to hospitalized children nationwide, bringing them each a small, but meaningful,
“touch of comfort.” Now, the brand is elevating the program by
pledging to deliver 10,000 more quilts to children. The program will
be supported with a full-scale integrated marketing campaign that
includes public relations, digital, advertising and in-store efforts
that launch this month.
• Gillette made its New York Fashion Week runway debut on
Feb. 11 via a creative partnership with menswear collection Duckie
Brown. Celebrity groomer Merrell Hollis was backstage, preparing
models for their turn on the runway in Bryant Park with a shave
using the Gillette Fusion Power MVP razor, Fusion HydraGel Pure
& Sensitive and Fusion HydraSoothe Balm. As part of the part-
nership, Gillette contributed $200 to the Children’s Safe Drinking
Water Fund for every guy who got a barber shave as part of the
Duckie Brown + Gillette Shave Challenge, which kicked off at
Duckie Brown’s after party. Guests at the runway show received a
limited edition“Duckie Brown + Gillette” branded dopp kit, which
included the Fusion Power MVP razor, Fusion HydraGel Pure &
Sensitive, Fusion HydraSoothe Balm, Gillette Odor Shield Body
Wash, Gillette Shampoo, Gillette Precision Putty and Gillette Odor
Shield antiperspirant and deodorant.
• Neutrogena has tapped actress and recording artist Miranda
Cosgrove, star of “iCarly,” as its newest brand ambassador. “
Miranda embodies the youthful and vibrant spirit that has always
been part of the Neutrogena brand and we are proud to have her
as our newest ambassador,” noted Jim Colleran, president, Neutrogena. iCarly is Nickelodeon’s highest rated live-action show. The
actress’first ad is due out in early spring.
• Arrojo hair care products will be available
at select salons. In addition, the Arrojo Ambassadors program is intended to build relationships between the company and hairdressers
who want to benefit from Arrojo’s education
programs. A new website was slated to go live
on March 1.
• Turquoise—or more specifically Pantone 15-5519—is the
color of the year, according to Pantone, the color
experts who operate from
global headquarters in
Carlstadt, NJ. Described
as“an inviting, luminous
hue,” the shade combines
the serene qualities of
blue and the invigorating
aspects of green” evokes
thoughts of soothing,
tropical waters and a languorous, effective escape
from the everyday troubles of the world, while at
the same time restoring one’s sense of wellbeing.
Turquoise is a color that most people respond to positively, according to the company. It is universally flattering, has appeal for
men and women, and translates easily to fashion and interiors.
With both warm and cool undertones, turquoise pairs nicely with
any other color in the spectrum, according to Pantone.
Pantone 15-5519 is a hot hue for 2010.
• Georgia-Pacific Professional has launched its “Art of Wash-
ing Hands” ( www.TheArtOf WashingHands.com) website, which
offers interactive hand washing and hygiene information to ele-