CLIENT
Mars Wrigley Confectionary
Caitlin Yacey, Brand Manager, DOVE Chocolate US
Leslie Philipsen, Director, DOVE Chocolate US
Christina Cipoletti, Brand Manager, Skittles & Life Savers Innovation
AGENCY
Annemarie Norris, EVP, Group Director, Behavioral Planning
Crystal Rix, Chief Strategy Officer
Christina Stoddard, VP, Group Director
David Lubars, Chief Creative Officer, BBDO Worldwide
Dexter Blumenthal, Senior Planner
Susan Golkin, ECD, EVP
Greg Hahn, Chief Creative Officer, BBDO New York
Rich Fiset, ACD, Copywriter
Susannah Keller, EVP, Global Account Leader, Mars Inc.
Kelly Kennedy, ACD, Art Director
Jamie Rutherford, Planning Director
Tani Corbacho, VP, Account Director
Lindsey Mawhee, Account Director
MediaCom
Weber Shandwick
SUMMARY
Seasonal sales represent 31% of DOVE® Chocolate's yearly revenue, and Valentine’s Day is critical for DOVE®.
Increasingly though, it’s become a focus for its competitors too. DOVE® Chocolate's biggest-spending competitor, Reese’s, outspends DOVE® 3 to 1.
DOVE® needed to defend its position, playing it safe wasn’t an option against competitors with deeper pockets.
DOVE® identified an emerging audience behavior, one its competitors weren’t speaking to, and created a new V-Day occasion only DOVE® could own.
It paid off: 8.9% growth YOY for the season vs. a 1.2% chocolate category decline.
