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.