Dove Promices: New Wisdom under Wrappers
Dove Promises chocolates will now have various holiday tips and hints under the wrappers. The idea (which, actually is not that new) comes from Martha Stewart, a well-known cook. Each candy now will have a suggestion on how to make the holidays better. Dove Promises chocolate candies, produced and distributed by a division of the confectionery giant Mars, will have a Martha Stewart logo.
There are 20 valuable instructions, which will be useful in arranging a nice big party. For 17 years the advices were printed in December issues of Martha Stewart Living magazine, and now they will be placed under the candy wrappers.
The concept is not fresh at all. Dove had “simple messages, inspirational, tips” before, but now the brand wants to make the lines not only cute, but useful as well. Previously the text was not usually authored, but now the brand’s managers have decided to attach a celebrity’s name to the messages and make them more personified.
The deal between Martha Stewart and Mars will be extended beyond Christmas. They have plans to produce more chocolates with tiny snippets of wisdom under wrappers for Valentine’s Day. The number of messages will grow as well, in three months there will be about 100 of them.
Popsop.com
9 November 2009
Tags: candles, chocolate, Mars
