Mars targets families with emotional Chinese New Year campaign

Dove chocolate gets emotional for Chinese New Year

Mars China is hoping to tug on the nation’s heartstrings this Chinese New Year with an emotional film to promote its Dove chocolate brand.

The 5-minute film, which was created by BBDO Beijing and directed by David Tsui, tells the story of a daughter and her mother and showcases their annual Chinese New Year ritual.

The film showcases their changing relationship as they grow older and culminates in a touching reunion where Dove chocolate helps to express their love.

The campaign was inspired by insights which revealed a growing emotional disconnect within families as Chinese people struggle to show affection and emotion, especially to their parents.

The campaign sees a shift in strategy for Dove, which usually targets young independent women with its advertising. This campaign aims to drive growth in volume and penetration for the brand by appealing to a broader audience.

Arthur Tsang, CCO, BBDO Beijing, said, “This year, we wanted to tell the story of everyone; the importance of family love and how it lingers no matter how distant we become as life carries us away from our parents. Being headstrong, feisty and independent is one thing, but what is it as young people that we are really rebelling against? Our goal was simply to touch upon this nerve and remind our audience, there’s always someone that loves you back home.”

Thomas Delabriere, vice president, marketing, Mars China said, “This Chinese New Year, Dove wants to be the most talked about campaign for a spot that really touches people’s hearts.”

The film launched online this month and has received 27 million views.

Dove is currently the number one chocolate brand in China.

To find out more about how brands are marketing around Chinese New Year, see the dedicated Chinese New Year page.

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