ID tours Tesco stores in Dove sampling drive

Field marketing agency ID was behind a UK sampling campaign for Dove's range of women's haircare products last month.

The two-month activity took place in 200 Tesco stores as well as at the retailer's head office.

"Dove is already well-established as a skincare brand. We needed to persuade consumers that Dove could be trusted to deliver as a haircare product,

said ID senior account manager Emma Stevens.

The Dove drive coincided with the end of a two-month campaign for muscle toning company Slendertone that ran in UK shopping centres.

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