Dove: Put Pleasure First

Dove, the biggest chocolate brand of Mars in China has partnered with BBDO Greater China and 180 Beijing to launch a major brand campaign to reinvigorate the brand and redefine the role of pleasure for a new generation of consumers. Created via BBDO Greater China and 180 Beijing, together with MediaCom, Edelman and Kongming, the campaign ‘Put Pleasure First’ is based on the insight that people tend to deprioritize what they love to do, in face of what they need to do. This is especially true when navigating the unprecedented global pandemic and new ways of life which have made this year a challenging one for all, where we often feel pressured to delay or cancel occasions and treats that we find pleasure in, to give way to a seemingly more important agenda.