DOVE Chocolate: Make every moment timeless with DOVE

Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment. " (Chapter 2 pg. 16) DOVE chocolate was CREATED WITH LOVE by Greek-American founder Leo Stefanos. Chocolate has been a rich family tradition since the 1950s. DOVE Chocolate creates chocolate indulgences and only chocolate indulgences. DOVE’s careful attention is paid to quality, ensuring a silky, smooth texture and delicious, lingering taste. For my product slogan I decide to take some advice from The Big Idea chapter which states “An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational. Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection.” (Chapter 5, pg. 68) So understanding the DOVE’s background, and using creativity I decide the new slogan for DOVE chocolate will be “Make every moment timeless with dove.” "The verbal identity is the brand name and the tagline." (Chapter 10 pg. 199) What it means is that everyone has an important moment in life, rather it be your first child being born, getting married, or getting your first car everyone everywhere has an important moment in their life, and adding a delicious taste of DOVE chocolate can only make that moment a timeless memory. Again taking advice from The Big Idea chapter, “Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation. That consumer insight should be coupled with an insight into the brand, according to Lisa Fortini-Campbell, advertising expert and professor in the Medill School of Journalism at Northwestern University, Chicago.” (Chapter 5, pg.68) My slogan is unique because it is something DOVE chocolate has never used before, its inspiring, and creates memories. This will only increase the DOVE chocolate brands popularity and gain new consumers.