OMG! Unilever Launches Degree Girl Aimed At Teens

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.

Read the entire article here.