Godiva Tries To Shed Stodgy Image

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.