Dove Chocolate partnered with women’s internet site iVillage and Gallo wines, among others, to create an Afternoon of Indulgent Moments. The four-hour event, held on Mar. 9 at New York City’s Chelsea Market, offered busy women a feminine, relaxing, friendly and sophisticated environment that served as an oasis from the stresses and challenges of city life.
Inspired by the rich browns, bronzes and earth tones of Dove Promises Chocolate, the 5,000-square-foot space offered four “moments” of indulgence. The first, a chocolate and wine sampling, paired Dove Milk Chocolate Promises with Gallo’s Red Rock Merlot and Dove Dark Chocolate Promises with McWilliams Shiraz, also distributed by Gallo. A second moment featured five-minute hand and arm massages; the third was an opportunity to kick back and relax in a tranquil lounge setting and leaf through magazines containing Dove Chocolate advertising. The fourth moment offered afternoon touch-ups by Bobbi Brown make-up artists and Lea Journo hair stylists. Email blasts from iVillage to its online community helped bring women and many men to the event.
A live female acoustic guitarist played relaxing music as butlers passed trays of Dove Promises Chocolate-based desserts accompanied by branded recipe cards. As they exited, guests received a Dove-branded chocolate brown gift bag containing a chocolate brown scarf, Dove chocolate candies, a Lea Journo discount card and an iVillage branded lip gloss.
“Everyone in our busy, hectic lifestyle deserves moments of ‘me’ time, to really have indulgences,” Lisa Chen, Mars Chocolate communications manager, told EM. “We want to be part of those ‘me’ moments, where maybe it’s a massage, getting a hair- or make-up refresher, those times when you have a Dove chocolate or a glass of wine and take time out. We want to be a part of that” Agency: Precision Event Group, Los Angeles.