The campaign for Dove Calming Night is a breakthrough branded entertainment initiative that is a first for a packaged goods company. The goal of this new product launch is awareness, buzz and sampling. The centerpiece of this 360-degree media effort is three mini-movies (webisodes) featuring Oscar nominee, Felicity Huffman, and directed by Penny Marshall. In these mini-movies, Huffman, who after an evening shower with Dove Calming Night, is transported to a dream-world where she visits three of American television’s most iconic moms to ask the universal questions Moms have asked for generations…and to have a little fun along the way!

The campaign kicked-off with an innovative 60-second spot leveraging Felicity Huffman that premiered in America’s number one show, Desperate Housewives, in key markets. The spot drove consumers to dovenight.com, a robust, custom built website featuring the mini-movies and various promotional elements. To generate further awareness around the mini-movies, a strategic on-line campaign was developed by utilizing roadblocks (through homepage takeovers), sponsorships, and viral emails to key “connectors.” Strategic print ads were included to maximize impressions and a satellite radio spot was created featuring Huffman. The strategy was to breakthrough clutter by addressing the target group in a unique manner.