It’s more than just chocolate
Godiva
Situation
Since 1926, Godiva represented the ultimate in chocolate. But as the brand expanded distribution and faced upstarts such as Raaka and others, its global leadership became under fire. Godiva needed to reassert itself as the leading global chocolatier and remind consumers of their love for the brand.
Action
Developed and launched Godiva’s first holistic global campaign across business unit and distribution channel, bringing to life consumers’ emotional connection with the brand. “It’s more than just chocolate” became more than the brand’s first tagline; it became shorthand for brand’s place in consumers’ lives.
Results
Campaign broadened Godiva’s appeal to include new segments and occasions by reinforcing the brand’s positioning as affordable luxury.
