DOVE X DOUBLEMINT Mint Bar_Mars Wrigley_Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

DOVE X DOUBLEMINT Mint Bar

Beverage | Frozen Drink (Ice Cream,etc.)

Mars Wrigley

Company Website

www.mars.com

Company Introduction

Mars, Inc. is one of the world's largest food producers, with many of the world's best-known brands. Among these brands, brands worth more than one billion dollars include Dove, Mars, M&M's, Snickers and others. The company has annual revenues of more than $30 billion, including 135 plants, and markets its products in more than 100 countries. Among them, the sales of candy and chocolate products ranked first in the world.

Product concept, highlights and added value

Since 2022, we continuously focus on the market trend and have noticed a top 10 growing trend of mint choc flavor coming from western country, which might become a hot spot in the following year. With the typical cooling perception of mint flavor, mixing with frozen ice cream, "double freshness' may have a strong influence to enrich consumer experience. With this inspiration, we start to look for opportunity…

Owe to Mars hero brand - DOUBLEMINT which already build a strong linkage and education history with consumer for its typical and classic mint feeling. This is the best way to interpretate World-best Mint X World-best Chocolate to achieve a win-win situation. With DOUBLEMINT brand claiming for freshening experience after meal and outdoor activities, we see the opportunity to leverage "freshening" cooling mint to mix with "Smooth and premium" DOVE milk chocolate experience, to deliver an indulgent smooth, ice and freshening sensory experience.

In order to maximize the typical DOUBLEMINT experience to consumer, together with the balanced sensory performance when combining DOVE chocolate and mint flavor, we collected over 30 types of MINT flavors from our different hero gum/mint SKUs to have a comprehensive sensory test. Over these two years, we not only "sell" our mint-choc product bar prototype on innovation booth as a cross-brand opportunity, but also leverage China R&D special fast-scaled internal panel sensory community YUMMY STATION and external concept test to validate our potential claim and sensory perception.

Catching the "mint-choc" flavor trend in 2024 summer. Thanks to all the hard work in the past, it only takes 3 months from NPR to launch, with all the support from our efficient team members and system process, we make it to have our first ice cream SKU under DOUBLEMINT brand in this hot summer window!

Although we set it as a TEST & LEARN small scale seasonal SKU only in 2024 summer, DOVE x DMG mint bar has gain high heat and lead the hot trend of "mint-choc" in the market for 2024 summer. It not only drives the same GSV as CXM stick within 2periods and high PSD, but also achieve huge UGC in the social media, to be a distinctive "mint-choc" experience. Owe to the successful performance in 2024, we finally decide to extend it as one of our normal core SKUs in 2025.

Product Images

Please briefly describe how your product communicates with consumers

DOVE X DOUBLEMINT chocolate ice cream bar meets the following needs of consumers:
1. Novel taste experience
For many consumers, regular chocolate-flavored ice creams are quite common. The unique combination of Dove chocolate and Doublemint's mint flavor creates a novel taste, satisfying their desire to try something fresh and unique and bringing a different kind of stimulation and novelty to their taste buds.
2. Brand collaboration sentiment
Both Dove and Doublemint are well-known brands with a high reputation and have their own loyal consumers. The joint product makes consumers, out of their love and recognition for these two brands originally, have the urge to experience the co-branded product, giving them a pleasant feeling of two favorite brands coming together and making them curious about how the product turns out.
3. Cooling and refreshing needs
Mint itself has a cooling property. When eating ice cream to cool down in hot weather, the mint flavor can further enhance this cooling sensation, enabling consumers to better enjoy a refreshing experience physically and mentally and meeting the practical need for relieving heat.
4. Demand for variety
Among numerous ice cream products, consumers hope to have a richer variety of flavors and categories to choose from. This unique mint-flavored chocolate ice cream adds a distinctive option for them when choosing ice creams, meeting their requirements for diversified flavors in different scenarios and moods.
5. Social sharing needs
Novel co-branded products are likely to become hot topics on social media. After purchasing it, consumers can take pictures, check in and share them on social media platforms to show their friends the interesting new product they've tried, fulfilling their needs for social interaction, showing their unique life tastes and integrating into social topic circles.

Product Images