Galaxy has unveiled a new creative campaign that pledges to help one million people including women, their families and their communities thrive by 2030.
The Mars-owned chocolate brand’s campaign focuses on women’s empowerment within cocoa-growing communities and Galaxy retail markets.
Authentic and empowering stories from women around the world feature throughout the campaign in a bid to help socially and economically support women.
Airing first in China and Britain and then later in North America, the Middle East and India, the initiative is reportedly rooted in hope and an acknowledgement that “when women thrive – communities are enriched”.
The BBDO led creative, introduces a new brand platform of ‘Your Pleasure Has Promise,’ and was directed by Kenyan filmmaker, Amirah Tajdin.
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“At Dove Galaxy, we’re committed to creating a world where our chocolate does as good as it tastes,” Mars Wrigley global portfolio strategy, Tiana Conley, said. “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.”
