Chicago — Mars, Inc. is committing to help one million people including women, their families and their communities thrive by 2030 through its Dove Galaxy brand. The pledge signals a new purpose for the chocolate brand and will focus on women empowerment within cocoa growing communities and Dove Galaxy retail markets, the company reports.
Mars is marking the initiative with a global campaign featuring authentic and empowering stories from women around the world and the positive impact they have on their communities. The campaign, which will initially air in China and Britain before expanding later in the year, is rooted in hope and an acknowledgement that when women thrive — communities are enriched, the company explains.
The purpose marks a new era for the brand and firmly places tangible impact at its epicenter. The brand has partnered with leading NGOs, including CARE International, to deliver and scale up programs of work that make a meaningful difference in people’s lives. Programs include the Women for Change Village Savings and Loans Associations (VSLA) model, set up in collaboration between Mars and CARE, to help socially and economically empower women in cocoa growing communities.
“At Dove Galaxy, we’re committed to creating a world where our chocolate does as good as it tastes,” says Tiana Conley, global portfolio strategy, Mars Wrigley. “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.”