Campaign details

Brand: Dove Chocolate
Brand owner: Mars
Lead agency: MediaCom
Contributing agencies: BBDO, Agenda, Admaster
Country: China
Industries: Confectionery
Media channels: Point-of-purchase, in-store, Television, Voice, chatbots
Budget: 1 - 3 million

Executive summary

Chinese Valentine's Day, which falls on the seventh day of the seventh Chinese lunar month, is popular and widely celebrated in China. Apart from trawling the internet for innovative and romantic gift ideas, men must also come up with original romantic quotes to win over the girl of their dreams or wow existing partners. Although Chinese men are not overly romantic or expressive, they would like to learn more about the art of romancing their loved one.

We identified this as a pivotal opportunity for Dove Chocolates to play an important role in being the ambassador of love, as well as providing the perfect gift for lovers. The campaign's objective was to dial up the association of romance with Dove, and facilitate a silky-smooth Chinese Valentine's Day with Dove.

Market background and cultural context