Dove Chocolate's Slogans & Taglines

Dove traces its origins to 1939, when Greek-American Leo Stefanos founded Dove Candies & Ice Cream in Chicago, creating the iconic DOVEBAR ice cream to keep his son from chasing trucks. After Mars, Incorporated acquired the brand in 1986, Dove pivoted to premium chocolate, launching silky milk and dark chocolate bars that redefined American indulgence. The 1991 debut of Dove Promises—individually wrapped pieces with inspirational messages hidden inside—transformed a simple treat into a personal ritual. While American consumers know the red-and-gold wrapper as Dove, shoppers in the United Kingdom, India, Ireland and the Middle East have enjoyed the same recipe since 1960 under the name Galaxy, with beloved variants like Minstrels and Bubbles. Its slogan evolution mirrors this luxurious texture: from the foundational "Silky smooth" to the hedonistic invitation "Choose pleasure," and the witty dark chocolate declaration "It's not just dark. It's Dove," a century-old promise of chocolate that melts effortlessly on the tongue.