August 30th Dove Partners with 180 Creative Team & BBDO Team

With new brand spokesperson Zhou Dongyu and Dove Pleasure Experience Officer Liu Yijun

Co-creation of Dove Pleasure Movie "Goodbye Ferris Wheel

Full online...

Chocolate, does it still smell good?

Dove, a Mars brand that has been deeply cultivating the Chinese market for 20 years, has always been committed to bringing consumers better products and consumption experience.

In the face of the current situation of young people's reduced favorability towards chocolate itself, Dove has started a brand renewal, from products to brand concepts for a new upgrade, and deeper emotional communication with consumers.

(from Dev's Pleasure Movie)

Dove maintains the same dedication to every girl, redefining "pleasure" in a different dimension.

In 2020, Dove teamed up with 180 & BBDO creative team to come up with the brand concept of "Pleasure First" and wanted to tell you:

 The world sucks.

The human race is not worth it.

Don't think too much.

Just "Put PLEASURE FIRST."

" Is it possible that when the movie goes live

Is the movie theater open?"

Because of the pandemic, which put all pre-arrangements into the waiting seat, we gambled all summer on planning an August event in April.

The use of movies to present this new Dove "Pleasure First" brand concept stems from the unique graphic language of movies themselves, which can hold a complete story and leave room for aesthetics and imagination.

More importantly.

Dove's new spokesperson, Zhou Dongyu, is a better match for the movie theater!

And so, a game began silently.

Online Power

Jitterbug Co-Creation, B-Site Binge

The online communication not only reached the best performance in the history of Y20 Dove Hot Topic:

After going online on August 30th, it harvested 100 million+ readers and 4.3W+ discussions in 3 days, and the movie/ Zhou Dongyu/ Pleasure/ Silky smooth is strongly bound with Dove.

Weibo end of the spontaneous related topics # Dove Pleasure Movie # # Goodbye Ferris Wheel # # Zhou Dongyu Dove brand spokesperson # Cumulative topic reading 5000W+ , discussion volume 5W+.

Meanwhile.

In order to enhance the interaction and communication between the brand and the new generation of mainstream consumers, establish a wide range of resonance, and at the same time for the movie on-line preheating, rapid enhancement of user awareness, to create a pre-communication volume.

Team 180 utilized the high exposure of the Jitterbit platform to set up the "Dove Pleasure Movie National Co-creation Competition".

The new Dove girl, Zhou Dongyu, as a pleasure initiator, calls on every ordinary person to bravely show every pleasure moment in their lives and create a pleasure movie together with Dove.

（Topic page of Dove Tiktok co creation contest）

Within 10 days of the launch of the recruitment video, a cumulative total of 16,000+ submissions have been generated, with over 3.36 million total likes, 170,000 total comments, 610,000 total retweets, and over 100 million viewers... More Generation Z women are joining in this national co-creation event.

（Call back- jitterbug piece at the end of the movie）

Dove continues to join forces with Station B to create brand-exclusive virtual characters, launching "Dove Lady's Thousand Layers of Sets" on September 1st.

Entering the secondary market with the image of "Dove Girl" as a second-generation girl opens the door to a new generation and increases the appeal of the Dove brand to young audiences.

On August 31st, Dove launched an official customized campaign with B Station, launching the "Dove Smoothie Contest", calling for active participation to win the "Pleasure Prize", and more excitement, please look forward to it~!

The figure of the female film practitioner

"As the first time to adopt an all-female creative team, Dove hopes that more talented women will be able to freely stand behind the camera and express their words, situations, life feelings and pleasure attitudes, giving the new generation of women new inspirations about pleasure experiences and feeling the 'pleasure first' attitude of life advocated by Dove."

In a movie industry that is nearly 90% male, we're more interested in hearing from that remaining 10% of female filmmakers - the

（Photo credit: New Studios）

The release of the Dove Pleasure Movie is Mars Incorporated's debut in empowering women and encouraging them to unleash their potential and actively pursue pleasure.

At the same time, Mars Incorporated will kick off the "Full Potential" program this year, aiming to make the voices and stories of women from all over the world known, and encouraging each 'she' to make courageous choices and changes in the present, and set out for a happier, more pleasing future.