Stop the Presses!
Chuck Kapelke
Unilever U.S.'s recent campaign for Dove Cream Oil had all the markings of modernity: a website invited users to create and submit a 30-second spot for the body wash, with the winning ad to be broadcast during the Oscars. Yet when it came time to choose a medium to launch the request for submissions, the company's marketers turned to an old standby: magazines.
“We anchored the campaign primarily in entertainment magazines, like People and Entertainment Weekly,to get people to learn about the product,” explains Irene Grieco, senior U.S. lead of...