Group Creative Director Patrick Sullivan | Creative Director Alison Earnhardt | Associate Creative Director John Stadler | Art Director Katherine Bernheisel | Copywriter Brian Denison | Designer Lynde Scott

When Dove® Chocolate had a huge new product to launch, they needed some eye-catching and sales-driving support ideas. We solved for showing a wide new variety of flavors, while creating a distinctive new look for the launch.

This new bar form in the chocolate category was launched at the same time as the M&M’S Bars, allowing us to pool the budget, and create a great national program that was flexible enough to include in-store experiences for shoppers. Above the line work for this program focused on the human boldness of trying something new, while shopper work focused on the flavor boldness, highlighting the range of new flavors.

This program was a total win at Walmart. The retailer bought every flavor, allowing Dove some major shelf space for their new product, that also included a brand new, custom shelf tool, and custom floor displays in action alley.