Mars Snackfood will launch its biggest campaign of the year on Sunday to promote Dove chocolate, and has moved away from traditional confectionary advertising.
The campaign, which is also the first major project for Cummins Nitro since the agencies merged late last year, highlights that Dove is no longer sold in block form, but packs of individually wrapped pieces.
“It will be the largest campaign for Mars Snackfood this year to date and one we hope will be redefining for the brand, said ” Mat Barbagallo, marketing director at Mars Snackfood.
“Chocolate ads have been notorious for showing women in clichéd chocolate moments such as luxuriating in a bubble bath or escaping to a fantasy land. For many women today such depictions are outmoded and not reflective of how they enjoy their chocolate” added Nicole McMillan, marketing manager for Dove chocolate.
Cummins Nitro created character who each have their own unique and slightly neurotic relationship with chocolate. Their stories are told in offbeat interviews called ‘chocumentaries’.
The two TVCs feature Em Ocean who only ever eats chocolate when emotional and Pam Nesia who eats it to forget her troubles.
The integrated campaign is made up if two 60 and 30 second TVCs, a website housing longer format 90 second versions, and other media.
Cheuk Chiang, managing director of Cummins Nitro said: “Our client put the challenge to us that, if it feels like another chocolate brand could occupy the same creative space, then it’s wrong. This is something agencies are usually impressing on clients, not the other way around.”
