Marketing

Godiva solidifies new vision and growth plan with ‘Wonder Awaits’ campaign

By Kristine Sherred contact

- Last updated on GMT

As a global message to be shared on lifestyle platforms and on social media, this campaign differs from Godiva's typical seasonal promotions. Pic: Godiva
As a global message to be shared on lifestyle platforms and on social media, this campaign differs from Godiva's typical seasonal promotions. Pic: Godiva

Related tags: Godiva, Chocolate, Premium chocolate, Marketing, branding, Consumer attitudes, Advertising, brand identity, Chocolate confectionery market

The chocolate company described the global advertising push as ‘a vital extension’ of its goal to expand fivefold by 2025, extending into adjacent categories and opening experiential cafés.

Called ‘Wonder Awaits,’ the advertisements loosely reference Godiva’s founder, Pierre Draps, who began making truffles to share with his chocolate-loving wife (or so the story goes). Each spot offers a glimpse into the gold-speckled Godiva world of wonder, featuring some of the most shops’ most popular items, such as chocolate-covered strawberries.

McCann London – who has worked with Wimbeldon, Xbox, Subway and Aldi, among other high-profile clients – created the campaign, which will run on social media platforms as well as on lifestyle publications including Refinery 29, PopSugar and BuzzFeed.

Chief marketing and innovation officer John Galloway called it the advent of Godiva’s “transformation and reintroduction” ​and “a new approach for the brand.”

This campaign also signals “one of the many ways that our iconic brand is evolving to become a part of consumer’s daily life,”​ said CEO Annie Young-Scrivner. “We are committed to creating destinations, products, and experiences that allow people to treat themselves with Godiva every day – beyond just holidays or special occasions.”

Indeed, the Belgian-based company has been busy this year, starting with the opening of its first US café in April​. Godiva already operated more than 100 shops in malls across the country, but the full-service café in New York City serves coffee, sweet and savory pastries, plus a hybrid croissant-waffle.

The goal: become a lifestyle brand, the company told us at the time.

Extending the Godiva lifestyle to home bakers

Godiva, whose main office is in New York, also launched a line of baking mixes with General Mills​ to help avid home bakers create ‘premium’ desserts at home. The June roll-out included Molten Lava Cakes, Brownie Cheesecake Swirls and Flourless Chocolate Tortes (RRP $4.99).

In October, it introduced a new range of baking chocolates and pudding mixes​.

“Godiva is growing exponentially, and we are dedicated to creating wonder and delight for our consumers at every touchpoint along the way – whether it be in our boutiques, cafés, at grocery and retail stores, or online,”​ said Young-Scrivner.

The chocolatier wants this campaign to give modern consumers a chance to ‘look back’ at Godiva’s heritage to ‘inspire a new generation’ of fans. It differs from previous seasonal campaigns in that it will run worldwide.

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