Unilever Brands Join Forces to Capture Online Attention in New ''Sprays In the City'' Webisodes
13 Juni 2007 - 6:25PM
Business Wire
Betting that two brands can out-market one, Unilever is combining
the power of two of its spray brands � I Can�t Believe It�s Not
Butter!� and Wish-Bone� � to launch Sprays In the City, a new
animated series of webisodes. The series, which launches June 13 at
www.spraysinthecity.com, features the celebrity star power of
Extra�s Mark McGrath, Project Runway�s Tim Gunn, and heartthrob
Fabio. Raising the bar on branded entertainment, the series taps
into current consumer fascination with celebrity gossip and online
video blogging. Sprays In the City tells the story of Spritzy, the
feisty Wish-Bone� Salad Spritzers� Dressing and Spraychel, the
captivating I Can�t Believe It�s Not Butter!� spray. The two sprays
pursue love in the big city fridge filled with drama, gossip and
excess. They quickly find that their product benefits, like portion
control and great taste, make them the center of attention. This
season, Spritzy and Spraychel are asking viewers for help! At the
end of each webisode, consumers can take control by voting on the
outcome of a cliffhanger. The following week viewers can tune back
in to see which ending won the vote. Participating viewers can win
one of five $100 gift cards daily and have the chance to win a
$10,000 grand prize shopping spree and a trip for two to New York
City. The celebrity gossip parody is integrated throughout the
campaign, and each communication is entertainment in and of itself.
Playing off of the pop culture obsession with celebrity gossip,
SpraysInTheCity.Com looks and feels like a gossip blog. The
30-second TV commercial, running on cable networks including Bravo,
VH1, and E! mimics celebrity news shows. Similarly, the print ad
parodies celebrity magazine �Hot or Not� lists and will appear in
People, In Touch, Star, US Weekly, and TV Guide. Integrating
traditional and non-traditional media, the webisodes are also
supported via targeted advertising on key celebrity gossip Websites
and blogs such as PerezHilton, PopSugar,and the Superficial. To
further engage consumers at multiple touchpoints, subscribers of
DirecTV and Cablevision can watch the webisodes on their
televisions at home via an interactive TV channel. �In an
increasingly fragmented media landscape, we must find new and
unique ways to reach our consumer,� said Mike Bauer, Vice President
and General Manager, Unilever. �It�s important to be innovative in
the digital age. These two brands are joining forces to not only
engage consumers but entertain them and keep them tuned in.� About
Unilever Unilever [NYSE: UL, UN], one of the world�s largest
consumer products companies, aims to add vitality to life by
meeting everyday needs for nutrition, hygiene and personal care.
Each day, around the world, consumers make 150 million decisions to
purchase Unilever products. The company has a portfolio of brands
that make people feel good, look good and get more out of life. In
the United States these brands include recognized names such as:
Axe, �all,� Ben & Jerry's, Bertolli, Breyers, Caress, Country
Crock, Degree, Dove personal care products, Hellmann's, Lipton,
Knorr, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave
and Vaseline. All of the preceding brand names are registered
trademarks of the Unilever Group of Companies. Dedicated to serving
consumers and the communities where we live, work and play,
Unilever in the United States employs approximately 15,000 people
in�66 office and manufacturing sites in 24 states and Puerto Rico �
generating more than $9 billion in sales in 2005. For more
information visit www.unileverusa.com.
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