What would life be like without chocolate? I don't ever want to find out, and I'm certain consumers across the nation wouldn't either. To celebrate the wonders of the confectionary treat, GODIVA has launched its new global advertising campaign, That's The Wonder of GODIVA, to raise awareness of the chocolatier's national availability across retail. The new campaign will also serve to expand the company's reach in the consumer packaged goods and premium chocolate categories, with the U.S. market expected to reach $16 billion by 2023.
"The launch of 'That's The Wonder of GODIVA' builds on the work we started last year to amplify GODIVA's availability at retailers and grocery stores nationwide," said John Galloway, Chief Marketing and Innovation Officer, GODIVA. "GODIVA is evolving to become a part of our consumer's daily life, beyond just holidays and special occasions. We are committed to creating destinations, products, and experiences that allow chocolate lovers to treat themselves with GODIVA every day, making mundane moments wonderful, in grocery and retail stores, as well as online."
GODVIA's campaign was created by TracyLocke and features a series of whimsical digital vignettes to spark curiosity and demonstrate the decadence of the brand's chocolate lineup. According to a press release, the new launch is an ode to GODIVA's 95th anniversary and the quality and craftsmanship that goes into each offering.
The premium chocolate brand will use this campaign to continue prioritizing its food drug mass (FDM) portfolio and its growing presence in the chocolate aisles of grocery stores and drugstores. Currently, GODIVA's portfolio in these channels includes Signature Mini Chocolate Bars, Chocolate Domes, Chocolate Masterpieces, and Goldmark Gift Boxes, along with seasonal items available during the holidays.
"From the magnificent artistry of Masterpieces to the dreamy layers of Domes, we were inspired to create a series of unique worlds that bring to life the delicious attributes of each product," commented Phil Camarota, Chief Creative Officer of TracyLocke. "Our launch spots playfully demonstrate how GODIVA brings wonder to everyday—and the chocolate aisle too."
That's The Wonder of GODIVA advertisements will appear across media outlets including BuzzFeed and Chicory, in addition to media publishers like Hulu, YouTube, and Amazon. In North America, the brand is investing over $5 million on the new campaign.
How will GODIVA's latest launch position the company to increase its share of this booming market? Keep reading Deli Market News as we explore the confectionary category.