Developed in conjunction with Nitro and MediaCom China, the work is primarily aimed at female consumers and features a character based on that of Amelie Poulain from the French film Amelie to promote the idea of chocolate as a luxurious momentary indulgence.
Xin Sui translates as ‘follow my heart’.
In the TV spot, the character is shown indulging herself with the chocolate as she takes a break on her journey to a sumptuous hotel. As she does so, pieces of silk appear to float around her in the air, emphasising the product’s texture and premium quality while symbolising transportation away from the real world through self-gratification.
The TV component is supported by a combination of print, out-of-home and point-of-sale elements.
Dove competes with brands such as Hershey’s in the mid-range chocolate sector in China. The market is the largest in the region after Japan.
Xin Sui translates as ‘follow my heart’.
In the TV spot, the character is shown indulging herself with the chocolate as she takes a break on her journey to a sumptuous hotel. As she does so, pieces of silk appear to float around her in the air, emphasising the product’s texture and premium quality while symbolising transportation away from the real world through self-gratification.
The TV component is supported by a combination of print, out-of-home and point-of-sale elements.
Dove competes with brands such as Hershey’s in the mid-range chocolate sector in China. The market is the largest in the region after Japan.
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