Chocolate is rarely the snack of choice for Chinese consumers, who turn to other snacks when they feel peckish. Coffee, on the other hand, is experiencing rapid growth in China. With Dove penetration falling, we set out to create a new cultural pairing between coffee and chocolate. In a media first, we partnered with eComm giant Meituan, and leveraged their full ecosystem to drive awareness and sales through the intelligent use of data. We also partnered with Maan, a premium boutique coffee chain in Beijing and Shanghai, transforming their stores to a Dove-themed oasis packed full of pleasure-giving chocolate, launching China’s first chocolate and coffee pairing occasion. We drove a 59% growth in sales and by harvesting the coffee buying journey, and we created a new cultural pairing tradition to sell more chocolate in China!