• by Karlene Lukovitz  @KLmarketdaily, February 11, 2009

With chocolate and alcohol among the few "non-essentials" that consumers still seem to be finding room for in their budgets, the timing of a new co-branded promotion from Mars Snackfood U.S.'s Dove Chocolate and E. & J. Gallo Winery may be propitious--and not just because of Valentine's Day.

The two companies are partnering "to offer consumers a premium chocolate and wine pairing experience" with a Valentine's Day-oriented promotion this month centered on in-store marketing.

The promotional offers, presented through bottleneck pamphlets that also offer a guide on how to pair chocolate and wine, will vary somewhat by state to comply with alcohol regulations. They will include a $2 or $3 mail-in rebate or a $2 coupon for the purchase of Dove Chocolate and Gallo wine products, and a $1 coupon on Dove purchases.

In announcing the promotion, Dove Chocolate Director of Marketing Margaret Asselin Woods noted that pairing premium chocolate and wine is a "perfect indulgent experience" for consumers, who are entertaining at home more often and "experimenting with flavorful wine pairings" as part of that trend.

Gallo's direct sales force is helping to execute the program, leveraging existing displays and shippers in retailers and adding point-of-sale pieces such as carton riders. The promotion is available to all retail channels that offer Gallo wines as well as Dove Chocolate, including grocery, convenience and drug stores.

Cross-company marketing efforts are more appealing than ever, "with everyone trying to stretch their budgets," notes John Wiest of San Francisco-based branding/product launch consultancy Wiest & Co. "But it can be difficult to match up marketing objectives, and most difficult of all to match companies or brands that share more or less the same retail footprints" in order to minimize problems such as unavailability of products in some markets, Wiest points out. Marketing alcohol products adds multiple layers of complexity, including the by-state regulatory issues, he notes.

However, given that both Gallo and Mars are among the most sophisticated in-store marketers in the country, Wiest says he would bet on successful outcomes from the partnership.

Gallo wines featured in the program include Dancing Bull Zinfandel, Mirassou Pinot Noir, Red Bicyclette Syrah, McWilliams Hanwood Estate Shiraz and Gallo Family Vineyards Sonoma Reserve Cabernet. The companies are recommending pairings of specific Dove and Gallo offerings, such as Dancing Bull with Dove Dark Chocolate Roasted Almond.

Participating retailers can also opt to market a wine rack created for the program that displays 16 bottles of Gallo wines alongside shelves of Dove Chocolate.