Mars Snackfood’s Dove Chocolate and Martha Stewart Living Omnimedia will launch a program to educate Americans on the high quality of Dove chocolate, Mars cocoa sustainability efforts as well as Martha’s holiday tips and traditions. Beginning now through December for the holidays and from January to February 2010 for Valentine’s Day, consumers can purchase special edition Dove Promises Chocolate featuring messages from Martha Stewart under the signature foil wrapper. The program will be supported with a multi-media marketing campaign across The Martha Stewart Show, Martha Stewart Living and Everyday Food magazines, Marthastewart.com, DoveChocolate.com and in-store promotion.
Special edition bags of Dark Chocolate, Milk Chocolate, Almond, Caramel and new Peppermint Bark Dove Promises Chocolate will feature 200 unique holiday messages and tips from Martha Stewart under the wrapper. In addition, Dove Brand Silky Smooth Chocolate Hearts in Dark Chocolate, Milk Chocolate, Milk Chocolate with Almonds, Dark Chocolate with Almonds and Caramel will feature 100 unique Valentine’s Day messages from Martha Stewart.
Specifically, on 12/9, The Martha Stewart Show will tell the Dove Chocolate “bean to bar” story with highlights from the Mars Center for Cocoa Science in Brazil and the Dove Chocolate Center of Excellence in Elizabethtown, PA. The segment will help raise awareness of the brand’s promise and commitment to make 100% real chocolate. On 12/10, Dove Chocolate Promises will be featured in a craft segment on The Martha Stewart Show. This segment will focus on gift-giving around the holidays and encourage viewers to include Dove Chocolate in their holiday planning.