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Godiva Tries To Shed Stodgy Image

December 1, 2015: 12:00 AM EST
Godiva Chocolatier is trying to exchange its “more formal” image among chocolate buyers for a more accessible, approachable, but still “luxury” one. A new ad campaign emphasizes the theme – “It’s More Than Just Chocolate” – and introduces globally a “new look and feel” for the nearly 90-year-old confection brand. Part of the new look is a “whimsical” typography that suggests a pastry chef’s writing. For the holidays, the brand will take the chocolates out of their boxes in stores to achieve a less formal look. The company is expanding its advertising beyond in-store displays in retail shops, Macy's, and Barnes & Noble, to include digital advertising, content and influencer partnerships. An internally created digital video series will feature a chef talking about chocolate themes.
Lindsay Stein, "Godiva Aims for 'Approachable Luxury' Feel in 2015 Holiday Campaign", Advertising Age, December 01, 2015, © Crain Communications
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