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DOW BACKS SALON STYLE WITH $20M; OTHER NEW PRODUCTS:

Published on .

INDIANAPOLIS-DowBrands Personal Care division is introducing Salon Style shampoos and conditioners, the first haircare launch for the company since 1989.

Network prime-time, daytime and cable TV advertising supports from Campbell Mithun Esty, Minneapolis, as part of a $20 million-plus marketing campaign that also includes couponing. The products retail for about $2.79.

The campaign will use humor, an atypical approach in beauty ads.

Dial Corp. will introduce its Dial Moisturizing Bath & Shower Gel body wash by yearend with an estimated $30 million-plus in advertising and promotion. DDB Needham Worldwide, Chicago, handles.

Borden is putting its largest marketing effort for milk in two years behind the launch of Lite Line and Viva "fat free non-fat" milks in select states. The products add non-fat milk solids to improve taste. The estimated $2 million marketing campaign from Grey Advertising, New York, includes radio, couponing and in-store demos.

Hershey Chocolate USA is rolling out Twizzlers Pull-n-Peel cherry-flavor, shoestring-style licorice in 2.2-to-14-ounce bags for 45 cents to $1.29. Print and TV ads support, with free standing insert coupons breaking in August. "Makes mouths happy" is the theme from DDB Needham Worldwide, New York.

Nestle Chocolate USA has teamed with Universal Studios Hollywood and Florida to introduce Nestle Crunch Universal Studios bars. The bars are molded to feature 10 of the theme parks' popular rides and attractions. A T-shirt giveaway and a "Studio Party Spectacular" sweepstakes promotion are promoted on the wrapper. TV supports with the theme, "A ride on every bar," handled by Jordan, McGrath, Case & Taylor, Glendale, Calif.M

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