Belgian chocolate house Godiva has launched ‘Godiva is Chocolate’, a new marketing campaign that celebrates the chocolate brand’s near 100-year heritage. The campaign highlights the quality of Godiva’s premium products, ingredients and packaging.
The campaign, developed in partnership with design and branding agency TracyLocke, showcases Godiva’s premium sharing packages, on-the-go formats and high-end gifting boxes.
It is rolling out in the US and features on traditional media, digital and social channels. It also features in-store and in high-profile ooh media across the country. The campaign comprises four key visuals, highlighting four different Godiva lines. These are the Signature Mini Bars, Chocolate Domes, Masterpieces and Classic Gold Collection.
The Signature Mini Bars are eight individually-wrapped portion-controlled chocolate bars; while the Chocolate Domes offer three layers of creamy, crispy and crunchy chocolate. The Masterpieces are elegant chocolates with fillings, while the Classic Gold Collection is a new-to-market range. All products are available in the US travel retail and domestic markets.
“We are thrilled to further build on our success of the past two years with the unveiling of Godiva is Chocolate,” said Godiva Global CEO Nurtac Afridi. “This campaign signals an important expansion of the Godiva premium-ness to the global marketplace with exciting, relatable, creative concepts that help position our iconic brand as part of our consumers’ daily lives.”
“Godiva elevates every moment,” Afridi added. “It’s the reward you give yourself. It’s the indulgence you deserve. We are excited for the Godiva is Chocolate Campaign to bring a new way for consumers to talk about and engage with Godiva.”
The brand has appointed American actor Chris Evans, best-known for his role as ‘Captain America’ in ‘The Avengers’ film franchise, as the voice of the campaign. According to the brand, Evans’ popularity, approachability and charisma are aligned with the positioning of the new campaign.
Commenting on his partnership with the brand, Evans said: “I’ve been a fan of Godiva for a long time and I’m honoured to be the voice of their new campaign.”
Note: The Moodie Davitt Report’s portfolio of titles included Confectionery Curated, published in association with Mondelez. It offers a regular selection of stories focused on the key confectionery category in travel retail and beyond.
As with all Moodie Davitt Report media, Confectionery Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please email Kristyn@MoodieDavittReport.com