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Dove turns to double entendre and ASMR videos to sell ‘silky smooth’ chocolate in China

Mars’ Dove chocolate bar brand has turned to double entendre and pleasurable sounds to get across its ‘silky smooth’ positioning in China.

Two autonomous sensory meridian response (ASMR) videos, which are designed to evoke positive sensations from sound, have launched featuring a woman enjoying “the feeling of chocolate slowly melting on my tongue” and a man seductively grinding cocoa beans.

“The ultimate enjoyment should be as silky smooth as this,” the woman in the first film says.

“The more I grind the silkier it gets,” the man in the second film tells the viewer.

The films were developed with Guokr, a science platform in China, to test their physiological effects. The results are currently being studied and will be released in the coming months, according to the agency.

The online experiment is available on Iqiyi, so users can track their heart beat while watching the films.

A poster component features the man from the video looking longingly at a woman holding a bar of Dove.

Dove poster

“This is about harnessing cutting-edge technology to tell a beautiful Dove story of a pleasure seeker”, said Howard Mok, ECD of BBDO Beijing, the agency behind the campaign.

Media was by MediaCom and public relations by @PR.

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