Dove: Molly campaign

Chocolate brand, Dove, co-created a limited-edition package in partnership with a popular toy to reach a youth audience in China.

Campaign details

Brand: Dove ChocolateBrand owner: MarsEntrant company: MediaCom ShanghaiIdea creation: MediaCom, ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Online video, Packaging & design, Social media, Video on demand, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Young trendy IP cooperation to stimulate youth and expound lightness&permissibility rainbow range proposition. Dove rainbow range provides a wide range of light and permissible flavors that tastes just right and permissible for a mass audience. Molly toy as a new trend catches the eyes of...

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