DOVE Chocolate is launching its biggest advertising effort in recent years. The two-pronged effort introduces a new line of chocolate bars as well as advertising targeted to Valentine’s Day, the Mars-owned brand’s biggest sales moment of the year.
The product and associated new work from BBDO New York celebrates the bold, unapologetic, pleasure-seeking woman of today. Or, as advertising says, “The chocolate bar for the bold of us.”
DOVE wants to inspire her to break from tradition – to do what she wants, go where she wants and buy what she wants, notably buying her own chocolate. And when a woman buys herself DOVE Chocolate on Valentine’s Day, she’s not only taking a stand for herself, her independence and other women, she’s also paying it forward. In this instance – for teddy bears. So, the campaign imagines what could happen when you #SetTeddyFree.
Work to support the brand’s line of new flavours kicked off recently during the telecast of the Golden Globe Awards and will continue throughout 2019. It includes TV, digital and print.
The digital Valentine’s Day campaign debuts this week. Embracing this spirit of boldness, it shows women what Valentine’s Day looks like when you don’t wait for anyone else to celebrate the day.
It’s been over two years since DOVE debuted national TV advertising in the US; and about a year since the brand launched a new digital campaign.
Source: BBDO New York