Unilever is out with a new music-inspired promotion for the Dove go Fresh deodorant and bodywash brand, utilising the talents and everywoman appeal of three emerging female DJs.
The Dove Fresh Spin campaign - a collaboration with MTV - introduces three up and coming female DJs - Jessica Who, Chelsea Leyland and Diamond Kuts - presenting them as ‘style mavens’ who are rooted in the world of real women. Each DJ features in an online video series on MTV, highlighting their own personal stories, their individual style secrets and insight on their musical inspirations.
According to Unilever “female DJs are the newest trendsetters for what is hot in music, style and pop culture”, so the brand is not only showcasing them via the video series, but is also taking them out on tour. The girls made a recent red carpet sampling pit stop at the 2011 MTV Video Music Awards and will also pop up at NY Fashion Week and the ‘O’ Music Awards putting their DJ skills to the test at a series of exclusive parties.
“We worked with MTV to bring these DJs to the forefront so we could show that real women have the power to inspire and set new trends,” said Mike Dwyer, marketing director, deodorant, Unilever. “We are excited that these three DJs are not only trendsetters in music and fashion, but that they also have helped us put our products to the test – literally – in some of the hottest clubs and events across the country”
An accompanying digital activity, the Dove go fresh Mixmaster, gives women the opportunity to try out their own DJ skills by collaborating with these youthful female ambassadors online, personalising music mixes from samples created by the three DJs and sharing them on Facebook.
There is also a daily sweepstakes competition, with Skullcandy headphones, iPods and iTunes vouchers to be won, plus a VIP trip for three friends to the DJ capital of the world, Ibiza.
Dove previously paired up with the singer/musician Alicia Keys on the soap-style video series 'Fresh Takes' (also in partnership with MTV) way back in 2008.