The Language of Chocolate

Valentine's Day is next weekend and Dove chocolate has upped its ad saturation to push its new innovation on the candy bar: Three individually wrapped portions, "For now. For later. For much later."

Are they crazy? Who came up with this campaign? Obviously a man who doesn't understand the psychology behind chocolate.

Sure, we like to think we might save a little bit for later. And sometimes we even manage to do it, but never an entire third of the chocolate bar. Whatever we do re-wrap, planning to enjoy it at our next craving, nags at us. We know we've tucked it in our purse, or desk drawer, or behind the flour container in the pantry. We hear its sweet little voice calling out to us. We are powerless to resist.

The commercial should say: "For now. For in a minute. For a couple of minutes from then."

We get all the illusion of delay of gratification without any of the guilt associated with instant satisfaction.

That really speaks to my heart.