Dove: Occasion Building Campaign

Harry Chen, Arthur Tsang, Lylah Juinio

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

Campaign details

Brand: Dove ChocolateBrand owner: Mars WrigleyEntrant company: BBDO China - China (mainland)Idea creation: BBDO ShanghaiMarket: Greater ChinaSector: FoodMedia channels: Outdoor, Out-of-home, Social media, Websites & microsites, Mobile & apps, Radio & audioBudget: 1 - 3 million

Executive summary

The per capita consumption of chocolate in China still had huge growth potential compared to other markets, yet the category had been stagnating. The core reason was the lack of a daily consumption occasion, as consumers regard chocolate as something reserved for special occasions like...

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