Dove Brand Unveils New Global Purpose ‘Your Pleasure Has Promise’ in China
(Alice Fan, Mars Wrigley, senior director of Brand and Content China, MW Global Brand Content & Media, first from right)
Recently, Mars Wrigley’s Dove brand announced its global new purpose – “Your Pleasure Has Promise” with the Dove All-Women Academy launch ceremony held in Baiyan county, Southwest China’s Guizhou Province. Helping a million people, including women, their families and communities, thrive by 2030. In China, by launching the Dove All-Women Academy and partnering with the leading Chinese NGO China Foundation for Rural Development, Dove China is committed to empowering Chinese women with knowledge and skills for their development.
Fan Cunhui, deputy county mayor of Leishan, Zhao Xihua, a senior official of China Foundation for Rural Development, and Mars Wrigley China delegation, Dove brand ambassadors Xu Mengtao and Zhang Li, attended the ceremony.
With the launch of the new “Your Pleasure Has Promise,” Alice Fan, Mars Wrigley, senior director of Brand and Content China, MW Global Brand Content & Media, stated that Dove is building its brand on “pleasure,” and it has constantly evolved with the times: from the initial “taste pleasure,” to “emotional pleasure,” to “pleasure as an attitude to life,” till the brand-new purpose of “Your Pleasure Has Promise.” Dove reflects pleasure by making chocolate better and enhances this pleasant experience by empowering women. The renewed purpose was born in the cocoa-growing communities of West Africa, and in recent years, Dove has carried out a number of initiatives in West Africa, North America, Southeast Asia and many other regions to help women and their families to improve their incomes and sustainable living standards.
“In our initiatives, we saw women from West African cocoa communities who may not accept good education, or lack financial support or have a low status in their families; we have also met women deep in the mountains who may want to see the sea while hoping for a better life.” Ms. Fan said.
“These really tug deep at my heartstrings. So here today, Dove is not only just putting forward a purpose, but more importantly, we hope it can be implemented through solid initiatives with real actions, allowing pleasure to create ripples of hope, to change and impact the lives of these women.”
Dove is open to collaborating with global partners and acting with a common purpose – “Your Pleasure Has Promise,” so in China, the Dove All-Women Academy was officially launched. As a platform providing knowledge and skills training for women, All-Women Academy is dedicated to supporting the development of Chinese women, their families, and even communities, and also hopes more partners and more people join in this journey to further extend the support for women and creating a ripple effect of positive impact.
With vast experience throughout Africa, Alice Fan shared her experience and thoughts in the interview. Dove has always put pleasure at its core and constantly reflects its desire to help others. Dove has a global cocoa industry, supporting the cocoa industry and community with many local support programs for women in each country. In China, for the first year, the Dove All-Women Academy partnered with established and professional partners, including the China Foundation for Rural Development, and provided customized training courses, including homestay skills, folk craft and other local specialty promotions which leveraged local resources and diversified industries, so as to help women access development opportunities without leaving their hometowns. At the same time, it will explore more ways to extend the influence of the All-Women Academy to reach more women and help them live their dreams.
