Dove

Tags: mars, confectionery, chocolate, dove, 2009 pac awards

Challenge: To break through the competitive premium-chocolate segment with unique positioning and design. Packaging has to communicate a rich, creamy taste and an indulgent experience.

Comment: The dramatically simple design conveys richness and sophistication and delivers strong appetite appeal through product visual, silky textured waves and soft highlights. Deep, vibrant colors differentiate chocolate types with luxury and warmth. The contemporary look resonates strongly with the female target market and delivers on creating the indulgent experience of the "chocolate moment".