Dove Galaxy uses brand power to empower more women in the cocoa sector

By Anthony Myers

- Last updated on GMT

Female cocoa farmers in the Dove Galaxy value chain will benefit from the programme. Pic: Mars
Female cocoa farmers in the Dove Galaxy value chain will benefit from the programme. Pic: Mars

Related tags Dove Galaxy Chocolate Mars Cocoa

Dove Galaxy said it will focus on women empowerment within cocoa growing communities and Dove Galaxy retail markets as part of an ambitious sustainability pledge to help one million people thrive by 2030 in its value chain.

To mark the news, Mars, the makers of Dove Galaxy, has introduced a global campaign featuring authentic and empowering stories from women around the world and the positive impact they have on their communities.

The new campaign, which will initially air in China and Britain before being exported further afield later in the year, is rooted in hope and an acknowledgement that when women thrive – communities are enriched.

At Dove Galaxy, we’re committed to creating a world where our chocolate does as good as it tastes​,” said Tiana Conley, Global Portfolio Strategy, Mars Wrigley. “It’s what our consumers expect of us, and what we demand of ourselves. Which is why I’m so proud of our ambitious new pledge to help one million people thrive by 2030. A commitment, driven by our belief at Mars that brands should be a force for good, which we hope will create a lasting legacy.”

The purpose undoubtedly marks a bold new era for the brand and firmly places tangible impact at its epicentre. In recognition that actions always speak louder than words, the brand has partnered with leading NGOs, including CARE International, to deliver and scale up programmes of work that make a meaningful difference in people’s lives.

Impactful programmes like the Women for Change Village Savings and Loans Associations (VSLA) model, have been set up in collaboration between Mars and CARE, to help socially and economically empower women in cocoa growing communities.

The advertising agency network BBDO led the creative, which introduces a new brand platform of ‘Your Pleasure Has Promise,’ directed by acclaimed Kenyan filmmaker, Amirah Tajdin, an award-winning director who championed women of colour throughout her storied career. Her influence is evident in the new campaign spot, which features uplifting stories from women like Brittany, who was supported by a Dove Galaxy project to instill mathematic confidence through mentorship and tutoring of young Black girls.

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