Campaign details
Brand: Dove ChocolateBrand owner: MarsLead agency: MediaComContributing agencies: BBDO, Agenda, AdmasterCountry: ChinaIndustries: ConfectioneryMedia channels: Merchandise & free gifts, Online video, Sales promotion, Social media, Sponsorship - mediaBudget: 1 - 3 million
Executive summary
China's Spring Festival, or Chinese New Year, is an important national event, and a time when China's youth seek new and unique ways to usher in the new year. In recent years, Dove Chocolate has aimed its 'add new flavour to old traditions' brand message at young audiences.
Chinese...