Some of us know it as Dove. Some of us know it as Galaxy. But we all know it as the world’s silkiest, smoothest chocolate. How did we move a legacy brand towards a modern, iconic top-shelf powerhouse challenger? With pleasure.
Chocolate has long been marketed to female consumers as a “guilty pleasure.” So when Dove/Galaxy tasked us with raising the bar for its Core brand across markets and elevating its Premium gifting, we recognized an even richer opportunity: become a challenger brand that’s not sentimental or old school, but expressive, contemporary, and relevant in culture with a POV.