Dove Chocolate is using sponsorship to bring a new brand campaign to life.

Mars, Inc. in August released a new Dove Chocolate brand commercial that seeks to empower fans to “enjoy every moment of life with no regrets—even a moment as small as biting into a piece of silky smooth Dove Chocolate.”

The company is supporting the campaign with a sampling program at film festivals, music festivals and other events around the country.

Ties include the Austin City Limits Music Festival, Austin Film Festival, Pilgrimage Music & Cultural Festival (Nashville), Life is Beautiful music festival (Las Vegas) and Voodoo Music + Arts Experience (New Orleans).

The brand is activating the sponsorships with product sampling and social media posts with the “Choose Pleasure” hashtag.

Dove Chocolate brand dollar sales rose 5 percent in the year-ended Sept. 4, 2016, according to IRI, a Chicago-based market research firm. 

Collide Agency spearheads the ties on behalf of Dove Chocolate.