CHICAGO, Illinois, USA – One of the world’s largest chocolate brands, Dove Galaxy, today announced a commitment to help one million people including women, their families and their communities thrive by 2030. The ambitious pledge signals a new purpose for the iconic chocolate brand and will focus on women empowerment within cocoa growing communities and Dove Galaxy retail markets.
To mark the news, Mars, the makers of Dove Galaxy, has introduced a global campaign featuring authentic and empowering stories from women around the world and the positive impact they have on their communities.
The new campaign, which will initially air in China and Britain before being exported further afield later in the year, is rooted in hope and an acknowledgement that when women thrive – communities are enriched.
The purpose undoubtedly marks a bold new era for the brand and firmly places tangible impact at its epicenter. Where, in recognition that actions always speak louder than words, the brand has partnered with leading NGOs, including CARE International, to deliver and scale up programs of work that make a meaningful difference in people’s lives.
Impactful programs like the Women for Change Village Savings and Loans Associations (VSLA) model, set up in collaboration between Mars and CARE, to help socially and economically empower women in cocoa growing communities. Women like Rodiasse, whose story of building a juice making enterprise is highlighted in the new Dove Galaxy campaign.
“At Dove Galaxy, we’re committed to creating a world where our chocolate does as good as it tastes,” said Tiana Conley, Global Portfolio Strategy, Mars Wrigley. “It’s what our consumers expect of us, and what we demand of ourselves. Which is why I’m so proud of our ambitious new pledge to help one million people thrive by 2030. A commitment, driven by our belief at Mars that brands should be a force for good, which we hope will create a lasting legacy.”
The BBDO led creative, which introduces a new brand platform of ‘Your Pleasure Has Promise,’ was directed by acclaimed Kenyan filmmaker, Amirah Tajdin, an award-winning director who championed women of color throughout her storied career. Her influence is evident in the new campaign spot, which features uplifting stories from women like Brittany, who was supported by a Dove Galaxy project to instill mathematic confidence through mentorship and tutoring of young Black girls.
Find out more about Dove Galaxy’s bold new commitment to help one million people thrive by visiting www.galaxychocolate.co.uk.