Dove: Oddly Pleasurable Campaign

Harry Chen, Arthur Tsang, Lylah Juinio

Chocolate brand Dove grew sales in China with pleasurable videos that targeted workers and positioned chocolate as an escape from workplace stress and frustration.

Campaign details

Brand: Dove Chocolate Brand owner: Mars Wrigley Entrant company: BBDO ChinaIdea creation: BBDO Shanghai Market: Greater China Sector: Confectionery Media channels: Outdoor, Out-of-home, Video on demand, Mobile & apps, Online display, Social media, Websites & microsites, Radio & audio Budget: 1 - 3 million

Executive summary

The per capita consumption of chocolate in China still has huge growth potential compared with other markets, yet the category has been stagnating. The core reason is the lack of a daily consumption occasion, as consumers...

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