Silver Square

Dear Dove Chocolates: 

You think you know me, but you don’t. We have had a realtionship for many years, and it’s been great until recently. You have consistently delivered some of the best dark chocolate little drops of bliss for years. You have often entertained me with your sayings and fortune cookie-like messages. Your most recent attempts to reach me, though, are killing me.

“Use a heart-shaped craft punch to create Valentine cards.” 0r “Ask your florist to leave out the filler and baby’s breath.” both by Martha Stewart are so missing the mark. Sugar and spice and everything nice are not the ingredients for reaching out to every woman. I’m sure you ran some amazing focus groups and tested this shift extensivly, but I would love to hear how the reponse has been.

We know women, in general, are people-oriented. We tend to be more verbal. We use our verbal skills to bond with people! Your older messages fit this broader umbrella of feel-good sayings that related to a variety of women, and even men. Introducing Martha’s chit chat to your chocolates, though, makes me feel like you think eating choclates and my ability or desire to make choclates are interchangable. No so.

I do see why you would want to share space with Martha. I do! She has a brilliant brand and business – something I admire about her. She has this amazing network of cross-polinated brands that reach much wider than you. I’m sure the added exposure she will bring will potentially boost some short-term sales. Will it last? Will you lose your loyal advocates?

For me, my contribution to your product sales will be down until this marketing project is over. I miss the messages you’re known for. I long to be perked up by a message about going after my dreams. Baby’s breath and homemade Valentine’s day cards just aren’t in my future.