Dove: pleasure is supreme

Harry Chen

As the largest chocolate brand in China, Dove has not only defined the "silky" category benchmark for the past 30 years, its advertisements have become many people's childhood memories. However, facing the aging of the brand, Dove needs to reconnect with consumers to increase product penetration and sales.

Case details

Brand: Dove

Brand owner: Mars Wrigley

Main agency: BBDO China, 180 Beijing

Secondary agency: MediaCom Beijing, Edelman Beijing, Kongming Technology Beijing

Holding Group: Omnicom

Put on the market: Mainland China

Launch time: 2020.7.13 – 9.16

Industry: Food Industry

Media channels: social media, TV, video platforms, short video platforms, offline activities

Budget: 53 million

Case summary

Dove is the largest chocolate brand in China. In the past 30 years, the brand has not only defined the "silky" category benchmark, its advertising has become a childhood memory of many...

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