With US chocolate retail sales reaching $17b in early 2008, coupled with the unprecedented launch success of M&M’s World 3 locations in Vegas, Orlando & New York, the family owned Mars Corporation chose to move toward capitalizing similarly on another one of their signature brands: Dove Promises. The project included quick digestion of a brand equity study along with field research, insight & persona development toward gleaning four distinctive & compelling on-brand expressions developed for focus group testing, including immersive experiential design support across touch points: mood boards, communications tone/manner, typography, color/materials, packaging, retail store design, more.

1. DEFINING DOVE PROMISES
SIGNATURE EXPERIENCE AT RETAIL
Viability Study & Focus Group Development
June 17, 2010
CBX WORLDWIDE

2. What’s an everyday
indulgence
look like to you?

3. With US chocolate retail sales reach-
ing $17b in early 2008, coupled with
the unprecedented launch success of
M&M’s World three retail locations:
1997 Vegas
2005 Orlando
2006 New York
the family owned Mars Corporation
chose to move toward capitalizing
similarly on another one of their sig-
nature brands:
Dove Promises
M&M’s WORLD SUCCESS

4. In addition, internal research indicated Dove
Chocolate’s bite size premium offering, was
closing in on Hershey Kisses with growth
stats of 20% or more.
DOVE’S QUEST?
To validate or disprove the hypothesis that
Dove Promises brand equity & current cus-
tomer base could support a dimensional,
immersive retail experience competitive
with the likes of Starbucks, for: galvanizing
marketshare dominance, elevating brand
perception & literally swinging the door
open wide for additional & diverse prod-
uct development, all in the context of a new
Lifestyle Brand that could be activated in ei-
ther an urban or suburban location.
The ultimate goal: flush out 4 distinctive po-
sitioning platforms responsive to the rec-
ommendations & focus group testing for de-
termining next developmental steps all in a
6 week time frame.
With the client request for a leanly mobilized,
quick-paced deep dive into both strategic &
creative inputs, CBX went to work on cultivat-
ing the Dove Promise Lifestyle Experience
as a viability study, utilizing the formalized
consumer survey, audit, analysis, recommen-
dations plus their own in-the-field research.
The brand signature experience framework &
retail format were to be presented in full di-
orama format including:
positioning statement
narrative
mood board
product & packaging iterations
merchanising display concepts
retail store environment
materials & finishes board
affinity non-Dove brand product
collection
THE QUEST
Lifestyle
Experience

5. DOVE CONSUMER SURVEY
*Snapshots of the February 28, 2009 Mars Dove Chocolate Consumer Survey Report, conducted on PollDaddy.com

6. A recent brand equity study identi-
fiesHershey’s&GhirardelliasDove’s
primary competitors.
Examining the 3 brands revealed the
Dove Chocolate brand suffered:
unfavorable brand association
with Unilever Dove Soap
low consumer recall against
other competitors chocolate
brands
Dove is the newest brand to the in-
dustry with less niche in the choco-
late market.
Me
Time
BRAND POSITIONING
Hershey
all-American, affordable chocolate
sometimes purchased as a cheap fix.
Ghirardelli
premium, luxury chocolate sometimes
only purchased as a gift.
Dove
quality chocolate made with pure co-
coa butter & designed for indulgence.
BRAND PROBLEM BRAND CONTEXT
Offersa‘me-time’momentbecoming
ever more valuable in abusywoman’s
professional&privatelife,suggesting
that the: product satisfies a female’s
love for chocolate & the need to
indulge in one’s self.
BRAND EQUITY STUDY

7. BRAND EQUITY STUDY
Attributes Dove Chocolate is characterized as being ‘silky,’ & this feature is depicted in promo-
tional materials using the image of a silk curtain often colored chocolate brown to symbolize the
Dove Moment. A longtime selling point, consumers attribute the silky, smooth texture of the fab-
ric with the taste & feel of Dove Chocolate. Dove is also described as having quality ingredients,
an intoxicating scent, a glossy hue & a rich taste.
IMAGERY Dove’s Tagline ‘My Moment with Dove,’ was designed to encourage consumers to re-
connect with themselves; even if for a moment. Specifically, the brand meets the psychological
needs of females who prescribe chocolate to cure symptoms of sadness, anger & stress. Addi-
tionally, the Dove name lends a ‘peaceful’ quality that emphasizes quiet time alone between the
consumer & their indulgence.
PERFORMANCE/STYLE & DESIGN Dove’s smooth, silky attributes carry to its brand & product
design. Packaging is colored with creams & chocolate brown while the Dove logo appears to be
written with drizzling chocolate.The individual product is round, smooth, made of rich, consistent
color.
Personality The Dove Chocolate Brand is more than a chocolate; it’s a relationship with lush,
sensual, dreamy, sexy, exquisite, peaceful, goodness & rich characteristics.
FeelingsDoveconsumers’emotionalresponsetothebrandisapassionate,emotionalconnec-
tionthatinspiresalmostanexcitingaffairoralover’sexperience.Theyrelatetothebrand&the
opportunity to indulge in something so desirable, soothing & sensual.
Judgments Dove consumers most like that the Dove Chocolate brand is a superior chocolate
that can be purchased for a reasonable price in mass stores, reinforcing the brand for many.
CONSUMER Attitudes & Perceptions
Superior
Chocolate

8. For Dove to compete with Hershey, Ghirardelli & Unilever, the brand must
reposition utilizing an integrated marketing campaign that introduces a
new & improved brand personality emphasizing:
Exclusivity
Indulgences / Me-Time
Persona Clarity
[vs Dove soap]
BRAND RECOMMENDATIONS
Persona
Clarity

9. BRAND RECOMMENDATIONS
DEFINE BRAND PERSONALITY Give Dove a bigger, better & bold-
er personality, by playing off its quality, sex appeal & inspirational
messages currently known by consumers. Much the way other
inanimate objects have taken on a persona, Dove has too, it just
needs a VOICE. The product already offers inspirational messag-
es & consumers would recall Dove more immediately if they could
HEAR them:
Female tone appealling to both men/women.
Not sensual, but soft/not quiet, but strong.
Strong-willed, but gives to temptation.
A little irreverent, seductive, intelligent, fun!
Emphasize Dove Chocolate’s ability to provide ‘me time’, or be-
ing exclusive, part of a ‘secret stash’. Play off its exclusivity as
in, chocolate is a treat that many share with friends, family &
co-workers, but not Dove. Playing off the ‘love affair’ attribute or
‘secret temptation’ provoking its sublime slyness.
DIFFERENTIATE FROM COMPETITORS Neither Hershey or Ghi-
rardelli have spokes-characters, a sure differentiator. The brand
is not quite as sophisticated as other premium brands, but cer-
tainly more desirable than cheap chocolate substitutes. Empha-
size exclusivity. Remove any confusing in-common brand char-
acteristics featured in promo collateral [white silk or white dove
graphic] Introduce more emotion & the sense of taste satisfac-
tion, & NOT physical features [creamy] that are easily confused.
INCREASE AWARENESS Reach consumers through social media
& tv with audio intensive campaigns, featuring Dove’s new perso-
na & voice. Leverage social networking opportunities to engage
consumers via online discussions or featuring their content. De-
velop promotional & competitive concepts like: interactive choc-
olate hunts, secret trivia/challenges & exclusive sweepstakes,
gifting plus a virtual Dove Promise concept, all on: Facebook,
Twitter, Pinterest & YouTube. Through mobile marketing send &
receive inspirational Dove Promises messages that would rein-
force the brand’s identity, persona & be promoted on apps centric
to gift giving among friends.

10. EXISTING CHOCOLATE RETAIL FORMATS
As a fast track project, CBX augmented their ba-
sic understanding of the chocolate marketplace
through observational first hand experience at
six high profile chocolate retailers with locations
in NYC, including:
Jacques Torres Vosges Godiva
Ghiradelli Max Brenner Aigner
CBX’sGoalwastoarticulatetheimputedposition-
ings & glean additional insights from successful
playersinthespace,rangingfromheritage-based
to contemporary formats.
Each successful in their own right, we dug deep-
er into their offerings & presentations with an eye
toward identifying: best practice & innovation in
chocolate retailing, who exactly the consumer
was plus absorbing the brand essence & creative
inspiration in person.
In addition, CBX considered Starbucks within the
affinity mix, thoughtfully analyzing the same fac-
tors as America’s undispsuted ‘3rd Place’.

11. FEELSMIDSCALE
HERITAGECULTURAL
FEELSUPSCALE
EXISTING CHOCOLATE RETAIL CONTEXT

12. MASS TARGET
In addition to reviewing client developed
consumerstudiesplusin-the-fieldresearch,
CBX explored a diverse range of inputs to
aid in clarifying four consumer profiles, as
differentiated from a mass target.
From the broad profiles, four position-
ing frameworks were brought to life as a
unique Dove Lifestyle experience for cre-
ating a more recognizeable & memorable
Dove brand.
mature professional
mature homemaker
young urban
young suburbanshopper

13. discover
FEELSMIDSCALE
CLOSE INFAR OUT
FEELSUPSCALE
indulge
escapeconnect
BRAND EXPERIENCE FRAMEWORKS

14. Four Positioning Platforms

15. DISCOVERY
CONNECT
INDULGE
ESCAPE

16. Every once in awhile,
a girl has to
indulge herself.
--Sarah Jessica Parker
‚

17. Dipped &
Drenched AFFINITY CONSTRUCT
Closest In interpretation against existing perception
RECOMMENDATIONS EMPHASIZED
‘Me Time’
‘Secret Temptation’
PERSONA TARGETED
Skews 25-65yrs
Traditionalist
Seeks Balance/Harmony
Happy-Go-Lucky
Values Convenience, Quality & Consistency
Incentives that Resonate:
signature gifts, loyalty programs
KEY WORDS
‘silky’
‘smooth’
‘temptation’
‘lush’
‘fun’
THE VOICE
female, velvety, sultry & provocative
Kirstie Alley or Michelle Pfieffer
POSITIONING INDULGE

19. SIGNATURE
Offerings: Double-Black Hot Chocolate,
Dipped & Drenched Savoiardi
Products: dark red satin bag with custom
chocolate selection, candles/holders,
oils/essence, homewear accessories
Environment: bar & table seating, dramatic
lighting, sumptuous colors/materials

21. POSITIONING ESCAPE
AFFINITY CONSTRUCT
Moderate Reinterpretation against existing perception
RECOMMENDATIONS EMPHASIZED
Bigger, better [differentiated] & bolder personality
‘Me Time’
’Love Affair’
PERSONA TARGETED
Skews 18-45yrs
Sophisticated
Fantasy Seeker
Shopping is way of Expressing their Creativity
Values the Treasure Hunt
Incentives that Resonate:
free samples
KEY WORDS
‘dreamy’
‘sensual’
‘spontaneity’*
‘passion’
‘sublime’
*not in identified in original studies
THE VOICE
male or female
Jon Hamm or Zoey Dechanel
The Feeling of Being in Love

22. ‚We don‘t create a
fantasy world
to escape reality.
We create it to be
able to stay.
--Lynda Berry

25. SIGNATURE
Offering: Special Edition or
Seasonal Promise wrappings
with inside notations
Products: candles/holders,
hand creams/lip gloss,
oils/essence,
homewear accessories
Environment: light, airy, soft
bright colors, natural materials

26. POSITIONING CONNECT
AFFINITY CONSTRUCT
Farthest Out interpretation against existing perception
RECOMMENDATIONS EMPHASIZED
Bigger, better [differentiated] & bolder personality
‘Me Time [with Others]’*
’Inclusive Multi-Cultural Affinity’*
-chocolate bean global sourcing
PERSONA TARGETED
Skews 18-45yrs
Conscious & Sophisticated
Seeks Balance/Harmony
Inspiration Seeker
Value Offerings with Purpose
Incentives that Resonate:
rotating unique merchandise
KEY WORDS
‘goodness’
‘peaceful’
‘texture’
‘intelligent’
‘connection’
*not in identified in original studies
THE VOICE
female, youthful, deep, natural
Elisabeth Shue or Kate Hudson
Make a Promise...

27. ‚Sometimes, reaching out &
taking someone‘s hand
is the beginning of a journey.
At other times, it‘s allowing
another to take yours.
--Vera Nazarian

28. POSITIONING: CONNECTED

30. SIGNATURE
Offering: with every purchase you
choose a global women’s micro-fund
to contribute 2% of your purchase
which Dove will match.
Products: candles/holders,
oils/essence, homewear accessories,
tote bags
Environment: clean, modern, contrasting
neutral colors, community pin board for
featuring global womens enterprise
& support projects

31. POSITIONING DISCOVER
AFFINITY CONSTRUCT
Moderate Reinterpretation against existing perception
RECOMMENDATIONS EMPHASIZED
‘Me Time’
’Secret Stash’
PERSONA TARGETED
Skews 25-65yrs
Sophisticated
Adventurer
Shopping is a way of Expressing Creativity
Values the Treasure Hunt
Incentives that Resonate:
free samples
KEY WORDS
‘exquisite’
‘rich’
‘temptation’
‘fun’
THE VOICE
male deep, Brit accent
Hugh Grant or Pierce Brosnan
Seek & Discover...

32. ‚Discovery is seeing
what everyone else
has seen & thinking
what no one else has.
--A. Szent-Gyorgi

35. New Product & Packaging Concepts

36. SIGNATURE WRAPPINGS

37. NEW FORMATS GIFTING

38. NEW FORMATS DRINKING & EATING CHOCOLATE

39. RETAIL STOREFRONT

40. RETAIL INTERIOR

41. RETAIL MERCHANDISER
seasonal
special occasional
Modular display units for featuring rotating mer-
chandise transitions plus affinity non-branded
product designed for thematic storytelling & envi-
ronmental refresh.
Materials selections include dark wood/ matte fin-
ish laminate & camel color/powder coat display
surface. Secondary interior shelving is adjustable.
Typical Merchandising Units

42. DEFINING DOVE PROMISES
SIGNATURE EXPERIENCE AT RETAIL
Viability Study & Focus Group Development
June 17, 2010
CBX WORLDWIDE