Dove Chocolate: Empowering Chinese men for Valentine's Day

Mars-owned chocolate brand, Dove, identified an opportunity to position itself as the 'ambassador of love' in China through a media-first strategy that would position Dove as the ultimate romantic brand.

Campaign details

Brand: Dove ChocolateBrand owner: MarsLead agency: MediaComContributing agencies: BBDO, Agenda, AdmasterCountry: ChinaIndustries: ConfectioneryMedia channels: Point-of-purchase, in-store, Television, Voice, chatbotsBudget: 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...

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