Dove puts a fresh spin on products to attract younger demographic

08/26/2011 | New York Times (tiered subscription model), The

Unilever's Dove brand -- looking to build demand for its new Rebalance deodorant and body spray line among young women -- has bowed a new multiplatform campaign that highlights female disc jockeys, including Philadelphia-native Diamond Kuts. Dove's "Fresh Spin" effort also included presenting three 20-something female DJs at MTV's Video Music Awards on Sunday, a broadcast that traditionally draws many female viewers in the 12 to 34 age demographic, the age group Dove is targeting with the new products.

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New York Times (tiered subscription model), The

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