Campaign details

Brand: DOVE Chocolate
Advertiser: Mars, Inc.
Lead agency: BBDO New York

Effie awards category context

DOVE Chocolate had always been rooted in female insight. Yet, as women's notions of femininity and pleasure evolved over the years, DOVE hadn't evolved with them. The brand found itself with an antiquated image it needed to shake. DOVE had lost relevance, with household penetration steadily declining among young women. It was critical to re-ignite a modernized vision of the idea that had always been at the heart of the Brand: that pleasure is a woman's fundamental right. The resulting campaign successfully connected with a new generation of women, catapulting DOVE into the top-10 in category dollar share.

State of the marketplace and brand's business

DOVE was at risk of being left behind by an entire generation of women. Its user base was growing older1 , and today's young women saw the brand as traditional and matronly2 .