Global VI Update.
CASE STUDY
Overview.
Some of us know it as Dove. Some of us know it as Galaxy. But we all know it as the world’s silkiest, smoothest chocolate. How did we move a legacy brand towards a modern, iconic top-shelf powerhouse challenger? With pleasure.
The Challenge.
Chocolate has long been marketed to female consumers as a “guilty pleasure.” So when we wanted to raise the bar for the Core brand across markets and elevate its Premium gifting opportunities, we recognised an even richer space: become a challenger brand that’s not sentimental or old school, but expressive, contemporary, and relevant in culture with a POV.
Outcome.
The “power of pleasure” rebrand aims to unchain pleasure from guilt and empower consumers in their choices. By pairing an uplifting chocolate flow device, silk layer overlays and contrasting scripting, we imbued Dove/Galaxy’s silky smooth credentials with a new sense of pride. Designed to unify global markets, withstand endless product innovations and inspire opportunities to impact culture, the Dove/Galaxy rebrand is a reclamation— a reimagining of premium pleasure as premium power.
