Dove this summer distributed more than 2.3 million chocolate samples on busy street corners and at music festivals in nine U.S. cities. The next phase of the sampling program moves to major retailers such as Wal-Mart Kroger and other national chains that sell the chocolates.
During phase one which concluded in early August women clad in rich chocolate robes offered samples of Dove milk and dark chocolate sweets. Sampling took place in Baltimore Chicago Houston Los Angeles Miami New York City Philadelphia San Diego and San Francisco over four-day weekends beginning July 12.
“Our goal was to create a multisensorial Dove chocolate experience ” Margaret Asselin-Woods Dove brand director told Buzz. “We were bringing it to the streets letting [women] take a break or have a moment from [their lives] to relax. We wanted our target to experience the rich silky smooth taste of Dove.”
Dove’s target is women ages 25 and up. Buy-one-get-one-free coupons also were distributed with the chocolate. Sweet! Agency: Brand Building Communications New York City.