We secured each episode’s script four weeks before airing. Working closely with the network and creatives, a series of 36 unique low cost 15" commercials were produced. Each spot showed a couple sharing special moments together in front of the TV eating chocolate. Scripts were written to extend the storyline from the previous scene into the advertising, blurring the line between content and advertising. The commercials were so unique that they can never be used again.

Our innovative sponsorship kept Dove on the shelves. During the sponsorship period, sales increased between 15-20%, despite aggressive competitive price reductions. The ‘Friends’ sponsorship was the only ATL support for Dove during this time, demonstrating undeniable proof that it worked.