MediaVest - Mars/Dove
Finalist - Interactive TV/Enhanced TV
MediaVest: Sarah Personette, vice president, group client director; Virginia Carey, vice president, connections associate director; Mary Tennyson, connections manager; Michal Rubin, senior vice president, group client director; Jen Soch, vice president, activation director, advanced TV; Zack Isaacs, activation manager; Kara Duffy, activation associate; Anthony Azzaro, production coordinator; Kerry O'Sullivan, research director. Mars: Margaret Asselin Woods, marketing director; Joanne Risko, brand manager; Carole Walker, director, marketing services; Raymond Amati, media manager.
Dove Chocolate was looking to upgrade its role in the premium chocolate category. While awareness was high, young women didn't think it was worth the price. The answer was to attach the brand to hot young designer Ashleigh Verrier through a special on-demand channel, which ran on Cablevision and documented her journey to New York's Fashion Week. Special segments showed Verrier taking a stress break and snacking on Dove. She even designed a signature chocolate-colored dress. Dove-related content also aired on commercial-free episodes of the Style Network's How Do I Look?, all during the lead-up to Fashion Week. The results were sweet: The brand increased household penetration 21 percent, with overall sales up 30 percent.
Recent Media Magazine Supplement Articles
-
Letter from the Publisher Dec. 28, 3:52 p.m.
MEDIA magazine is pleased to present the ninth annual Creative Media Awards competition. The winners will ...
-
Radio: Bailey Lauerman, CommunityAmerica Credit Union/Membership, Escape Dec. 28, 1:22 p.m.
Throwing out “your mother’s media plan,” the agency turned to a local radio group whose on-air ...
-
Radio: Havas Worldwide Chicago, Cracker Barrel Dec. 28, 1:22 p.m.
The Handcrafted by Cracker Barrel Old Country Store radio campaign was created as a way to ...
-
Radio: mediahub/Mullen, Nat Geo WILD, Teaching an Old Dog New Tricks Dec. 28, 1:22 p.m.
In order to raise awareness of dog whisperer Cesar Millan’s new cable network, the agency cleverly ...
-
Multicultural Media: Syfy for NBC Universal/Syfy, Face Off Season Two Dec. 28, 1:21 p.m.
Syfy launched “Face Off Season Two,” a reality series where the best in special-effects makeup artistry ...
-
Multicultural Media: Starcom MediaVest Group for Heineken, Heineken - Manero Dec. 28, 1:20 p.m.
Despite the fact that Hispanic males are heavy consumers of online and digital media, the audience ...
-
Multicultural Media: Rezonate Media, AT&T, Away We Happened Dec. 28, 1:17 p.m.
When AT&T was no longer the only carrier selling iPhones, they challenged their creative agency to ...
-
Media Plan: KSL, Media UGG Australia, The Invisible Game Dec. 28, 1:15 p.m.
The success of UGG’s classic sheepskin boot eclipsed the brand’s other offerings. In order to highlight ...
-
Media Plan: PHD, Google, Google Fiber Dec. 28, 1:14 p.m.
When Google chose Kansas City to launch its fiber-optic high speed Internet and TV, Google Fiber, ...
-
Media Plan: Horizon Media, AETN/HISTORY/Hatfields & McCoys, Hatfields & McCoys Dec. 28, 1:14 p.m.
History’s scripted drama, “Hatfields & McCoys” needed a campaign that revitalized the 150 year old family ...
Be the first to comment on "MediaVest - Mars/Dove "
Leave a Comment