Unilever's Caress picked @tmosphere Interactive, the New York interactive subsidiary of BBDO
, New York, to handle a multimillion-dollar online assignment for the brand's shower, bath and lotion products. The assignment involves a promotional tie-in with MTV's "Total Request Live" program. Among other duties, @tmosphere will develop every-other-week e-newsletter Idol Talk
, create a Caress Web site and place advertising on portals such as iVillage and Microsoft Corp.'s MSN. BBDO, New York, has handled Unilever since 1949 and the Caress brand since 1972. While Caress has advertised online before, this is the brand's largest online initiative to date. It is designed to present Caress as a more contemporary brand to younger women.
Copyright June 2000, Crain Communications Inc.