Dove Chocolate
Dove needed a new life. The brand needed to feel younger, be younger in order to appeal to a new generation of women everywhere. And to do that we needed to redefine the role of the brand in their lives.
The truth is women today still struggle with pleasure and doing things for themselves. It’s a fine line between selfish and selfless. This work was designed to make her realize pleasure is not just a choice, it’s a fundamental right.
With flavors like Bourbon Vanilla and Raspberry Rose, Dove introduced a new line of chocolate bars as big and bold as the woman who enjoy them. And in true Dove form, the woman took top billing to the chocolate.
With flavors like Bourbon Vanilla and Raspberry Rose, Dove introduced a new line of chocolate bars as big and bold as the woman who enjoy them. And in true Dove form, the woman took top billing to the chocolate.
To launch a new product, Dove Dusted Nuts (a name we will never use,) we appealed to a millennial women’s sense of discovery, because she is at the forefront of food trends as we know by looking at her Instagram account.
In this case the work itself is part of the discovery, with a product video functioning in a way she has not seen it function before. Like a dusty magic-8 ball.
We also created an always-on data platform. Through our partnership with She Knows, we can find out what questions women are asking and then serve them follow up messaging that relates to what is clearly on her mind.
