GodivaChocolatier

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

Loraine: refined woman about 40 years in age who enjoys the finer

things in life

Bob: hardworking executive 42

years of age who knows how to

play just as hard as he works

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