Dove Chocolate is launching its biggest advertising effort in recent years.
The two-pronged effort introduces a new line of Dove Chocolate Bars with a new campaign bowing in the lead-up to Valentine’s Day, the period when the brand’s sales are highest.
The creative, developed with agency BBDO New York, supports the brand's new flavors by "appealing to the unapologetic, pleasure-seeking woman of today." Or, as the ad tagline states: “The chocolate bar for the bold of us.”
The “Daisy” spot shows three men proclaiming their
love for their beloved before three different salespeople at the same store. When the men say her name at the same time, all realize they are speaking about the same person. The spot ends with Daisy enjoying a chocolate Dove bar.
The TV ad first debuted during the Golden Globe Awards and will continue throughout the year, supported with digital and print executions.
Concurrently, the digital V-Day campaign debuts this week by embracing the spirit of female independence and boldness.
This creative shows women what Valentine’s Day looks like when you don’t wait for anyone else to celebrate the day.
The “Teddy Bear” spot suggests that a "teddy bear goes free" every time a women buys herself Dove Chocolates.
The social-media hashtag #SetTeddyFree asks women to acknowledge moments when they are taking a stand for themselves, buying their own chocolates, expressing their independence or paying it forward, hence enabling "Teddy to do whatever he wants." Dove intends to respond.
It’s been over two years since Dove debuted national TV advertising, and about a year since the brand launched a new digital campaign.