Godiva
Chocolatier
Presented By Victory Advertising
Godiva
•Top tier brand of chocolate
•At top of chocolate pyramid (above Nestlé's,
Hershey's etc.)
•Sees and Ghirardelli are market competitors
• High quality chocolates that have gourmet taste and
appearance
Current Situation Analysis
• Old advertising campaign doesn’t position the brand effectively
• It doesn’t portray the “luxury” that needs to be associated with Godiva
• Godiva’s profits are increasing [2006 Annual Report]
• Godiva has good market share, Time to focus on Godiva’s brand
position
Objectives
1. Strengthen the brand’s image of luxury
2. Make customers proud they buy Godiva
Primary Target Market
•Women and men aged between 30 and 62
•Larger discretionary income ( > $75k a year)
•This includes: Wedding planners, party planners,
special event caterers, and people who use these services
Bob & Loraine
Bob
Loraine
Bob: hardworking executive
42 years of age who knows how
to play just as hard as he works
Loraine: refined woman about
40 years in age who enjoys the
finer things in life
Creative Plan
• Creative Big Idea
– Put Godiva chocolate in the place of items of great luxury, value,
and recognition.
• Creative Big Tagline
– “Fantasy Materialized”
Mood, Tone, Style, and Message
• Image of luxury, excellence, and value
• Graceful as well as tasteful
• Combine Godiva with products of luxury
• Few words, slightly ambiguous
• Create direct analogy between Godiva and luxury
Mood, Tone, Style, and Message (continued)
• Deep saturated colors such as: Indigo, Red Satin, Blue Velvet,
Mocha, Burgundy, Gold, etc.
• Diffuse filter on all photographs to add soft texture
• All print ads will be glossy, not matte
• Fonts will be cursives, scripts, and calligraphy
• Very little action or motion
• Godiva trademark and Lady Godiva logo on all ads
• Mention a way to purchase the chocolate
Media Vehicles
• Outdoor advertisements in high-end areas of leisure and shopping
-Examples: Valley Faire, Santana Row, Fifth Avenue
• Point of Purchase Ads in high-end clothing stores, shoe stores, and
gift stores
- Examples: Nordstrom’s, Macy’s, Bloomingdales
Media Vehicles
• Banner advertisements on magazine websites
-Examples: Economist.com, Vogue.com, Fortune.com
• Full page ads in A-List magazines
- Examples: More, New York, Vogue, Gourmet, DuPont
Registry, The Economist, Fortune
Creative Executions
Print Ad
Print Ad
Print Ad
Print Ad
Out-Of-Home Ad
Elevator Ad
Our Promise
• We will position Godiva as the top chocolate brand
• Our ads will congratulate customers for buying Godiva
• Our ads will retain current customers
Thank You