Facing delisting from supermarkets and with little money for consumer support, Dove chocolate was in trouble. In an Australian media first, a break-through sponsorship of Friends extended the storyline of each episode with specially created spots meeting our objective of reigniting interest in Dove in an arresting and efficient way.

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.

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.

As a fully integrated television campaign specifically developed for Friends, a programme offering the perfect combination of environment and occasion to match Dove’s ideal consumption patterns, the idea would not translate to other media.

Eating 'block' chocolate is generally a shared experience between families and friends; often sitting around the television watching their favourite shows and sharing the moments by passing around the chocolate. We wanted to own these moments for Dove to connect with consumers when friendship was top-of-mind. ‘Friends’, the #1 show, a Monday night timeslot when viewing and chocolate consumption was highest, provided the perfect occasion. We instigated a unique sponsorship by creating ads that continued the programme storyline into the commercial content, providing total synergy between the media, the eating occasion and the target’s use of the product.

James Graham-Group Account Director, Whybin TBWA Melbourne