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.
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