Lever Fabergé is planning a major push behind its Dove brand in the run up to Mother's Day on March 25. PoS in the multiples ­ including hanging banners, posters and shelf trays with the strapline Say it with Dove this Mother's Day' ­ will be a key part of the activity. Dove Body Silk will benefit from a sampling campaign in major branches of Sainsbury, Tesco and Safeway (as well as in Boots and Superdrug). There is also a cross category promotion on Dove Ultra Moisturising Bodywash, Nourishing Bodywash and Ultra Moisturising Shower Mousse offering a third off or three for two. Dove is one of Unilever's "master brands" and has a £20m marketing budget behind it this year. The aim of the instore activity is to tie in with and capitalise on the current advertising campaigns for products in the Dove portfolio. A £1.5m radio and poster campaign began on March 12 for Dove Ultra Moisturising Mousse. With the strapline Lather yourself in luxury form head to toe', this is up against a prominent ad campaign for rival product Imperial Leather Foamburst. Bursts of advertising for Dove Body Moisturiser and Dove Body Silk are also on air between now and June, backed by ads in women's titles. This feeling of silk all over' campaign is soaking up £4m of the total £20m Dove brand spend. {{MARKETING - P&P }}

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