Marina Mayer's Marketing Musings
Dove ice cream and the Karate Kid pair up to serve an “adults-only” ice cream truck experience, says executive editor, Marina Mayer.
Scratch that “I scream, you scream, we all scream for ice cream” mantra. Unlike other ice cream and frozen dessert makers, the Dove chocolate brand aims to cater more to adults.
Produced by Mars Chocolate North America, Hackettstown, N.J., Dove boasts line extensions such as Dove Specialties and Dove Promises, both very mature, decadent portfolios, and even has a “Note to Parents” link on its website, further outlining its intent to market specifically to adults.
So it’s no surprise that it launched an adults-only tour.
"Most of us have vivid memories of the ice cream truck," says Craig Hall, general manager, Mars Chocolate North America. "Dove ice cream is all about enjoying the moment, so we created a one-of-a-kind ice cream truck to help adults relive their childhood, but in a truly decadent, grownup way."
This adults-only tour features a special-edition Dove ice cream truck that will tour through Chicago, Minneapolis and Baltimore, handing out free Dove ice cream bars to patrons 18 years and older. It also will provide adult-specific stress-busting activities, such as a five-minute massage, free manicures and a Dove chocolate fountain.
To help provide that grownup feel, Ralph Macchio, known in the adult world as the original Karate Kid (for the younger generation, he’s known as “the older dude who got eliminated before the finals on Dancing with the Stars), will launch the tour in Chicago on July 28. It will kick off at Daley Plaza from 11-1 p.m., then Willis Tower Farmer’s Market from 2-3 p.m., ending at the corner of State and Van Buren from 4-6 p.m.
For more information on upcoming tour dates or to receive coupons and other giveaways, visit its Facebook page www.facebook.com/DoveIceCream or its website, www.dovechocolate.com.
Scratch that “I scream, you scream, we all scream for ice cream” mantra. Unlike other ice cream and frozen dessert makers, the Dove chocolate brand aims to cater more to adults.
Produced by Mars Chocolate North America, Hackettstown, N.J., Dove boasts line extensions such as Dove Specialties and Dove Promises, both very mature, decadent portfolios, and even has a “Note to Parents” link on its website, further outlining its intent to market specifically to adults.
So it’s no surprise that it launched an adults-only tour.
"Most of us have vivid memories of the ice cream truck," says Craig Hall, general manager, Mars Chocolate North America. "Dove ice cream is all about enjoying the moment, so we created a one-of-a-kind ice cream truck to help adults relive their childhood, but in a truly decadent, grownup way."
This adults-only tour features a special-edition Dove ice cream truck that will tour through Chicago, Minneapolis and Baltimore, handing out free Dove ice cream bars to patrons 18 years and older. It also will provide adult-specific stress-busting activities, such as a five-minute massage, free manicures and a Dove chocolate fountain.
To help provide that grownup feel, Ralph Macchio, known in the adult world as the original Karate Kid (for the younger generation, he’s known as “the older dude who got eliminated before the finals on Dancing with the Stars), will launch the tour in Chicago on July 28. It will kick off at Daley Plaza from 11-1 p.m., then Willis Tower Farmer’s Market from 2-3 p.m., ending at the corner of State and Van Buren from 4-6 p.m.
For more information on upcoming tour dates or to receive coupons and other giveaways, visit its Facebook page www.facebook.com/DoveIceCream or its website, www.dovechocolate.com.
