Dove Chocolate Supports Breast Cancer Study

Candy Maker Advertises Hope with Survivor Messages Inside Wrappers

Dec 30, 2008 Carroll Trosclair

Dove promotes Susan Komen cure program by wrapping miniature chocolate bars with inspirational messages written by breast cancer survivors. It's smart marketing, good PR.

Dove Chocolate has been including inspirational messages inside its chocolate bars since 1991, but it has elevated the promotion to a new level by using messages written by breast cancer survivors. The program provides support and funds for the Susan G. Komen cancer research organization and generates its own advertising for the candy.

Breast cancer survivors are invited to submit a few words of encouragement to current patients and those messages are printed inside the chocolate wrappers.

Informal Social Network

The program develops its own informal social network:

• Survivors are advised that their messages have been selected for publication.
• The writers advise relatives, friends and associates that their message will be included in at least some candy packages.
• Relatives, friends and associates purchase bags of the candy to see if they can find the message. If they don’t find the friend’s message, they are tempted to purchase another bag.
• The Susan G.Komen for the Cure organization promotes the messages.
• Bags of chocolate are likely to be given to current patients as encouragement to fight the disease.

The exterior of the chocolate packages, which include about 35 miniature bars, carry the pink running logo of the Susan G. Komen for the Cure program, as well as a sample of the inspirational messages to be found inside.

Promises Program Begin in 1991

It’s all an extension of the Dove’s "Promises" program that it launched in 1991 by including inspirational messages in its chocolate packages.

The inside messages carry the writer’s first name, home town and state, protecting the privacy of the survivor by not listing the last name.

Mars Direct, Inc., which owns Dove Chocolates, has agreed to donate 10 percent of the retail sales price of the candies to the Komen fund. Mars Snackfood US has guaranteed a minimum $1 million contribution to aid the Komen research and education programs.

Remember You Are Beautiful

Sample messages:

• "Always remember you are beautiful."--Alicia, Brandon, Mississippi
• "I am a 12-year survivor. Hang in there."—Judy, Raleigh, North Carolina
• "Stay in the race. Those you love cheer at the finish."—Catherine, New Orleans, Louisiana
• "Be the cure!"—Trecia, Sacto, California
• "Always keep positive!"--Carol, Grand Rapids, Michigan
• "Do it for a loved one."—Trina, Cleveland, Ohio
• "Cherish each day. Take time to play."—Mary, St. Petersburg, Florida

Valentine and Wedding Gifts

Older Dove message programs may have reminded consumers of the different messages carried by Chinese Fortune Cookies, except that Dove chocolate delivered hope and love instead of personal predictions.

Dove also uses its packaging abilities to individualize chocolate packages with personal messages for Valentine gifts, wedding favors, birthdays and other special occasions.

It may be the ultimate in targeted advertising.

References: Dove Chocolate.com

The copyright of the article Dove Chocolate Supports Breast Cancer Study in Advertising is owned by Carroll Trosclair. Permission to republish Dove Chocolate Supports Breast Cancer Study in print or online must be granted by the author in writing.

Dove Chocolates support breast cancer cure.

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