Dove Chocolate: New Year, New Blessings

Chocolate brand Dove created engaging content and viral videos that coincided with Chinese New Year to maximise profits and spread its brand message to young consumers in China.

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...

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