Mars, Inc.

Berta De Pablos-Barbier, President, Mars Wrigley Confectionery USA
Kerry Cavanaugh, Brand Director

BBDO New York *Lead Agency

Crystal Rix, Chief Strategy Officer
Susan Golkin, Executive Creative Director
Melinda Kanipe, Senior Creative Director
Susannah Keller, EVP, Global Account Director
Ashley Gill, VP, Account Director
Annemarie Norris, EVP, Group Planning Director
Alaina Crystal, Strategy Director
Christina Stoddard, Planning Director

The Integer Group

Weber Shandwick

MediaCom

Starcom

DOVE Chocolate had always been rooted in female insight. Yet, as women’s notions of femininity and pleasure evolved over the years, DOVE hadn’t evolved with them. The brand found itself with an antiquated image and household penetration that was on the decline. It was critical to re-ignite a modernized vision of the idea at the heart of the brand: that pleasure is a woman’s fundamental right. The campaign achieved unprecedented success, driving a 17% lift in household penetration among this younger target and catapulting into the top-10 of category share.