Dove Chocolate: Oddly pleasurable

Chocolate brand, Dove, increased purchase intent and penetration by building a new consumption occasion for the product in China.

Campaign Summary

The per capita consumption of chocolate in China still has huge growth potential compared to other markets, yet the category has been stagnating. The core reason is the lack of a daily consumption occasion, as consumers regard chocolate as something only reserved for special occasions like sending gifts or attending to guests. As the category leader, Dove wanted to identify and establish a daily chocolate consumption occasion to unlock future growth. We found that for Chinese consumers, the workplace is the biggest source of negative emotions. A brand that stands for pleasure for the past two decades, Dove...

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