The Story: A consistent brand experience is a requirement of lifestyle brands. But for Godiva it was vastly different depending on the distribution channel and operating region. These variable experiences neither served a market better nor elevated the brand’s perception.
The Solution: We knew chocolate has deep emotional resonance, especially for women. But it’s not all sensual indulgence all the time. Her use of chocolate is just as varied and complex as she is—running the gamut from fun and spontaneous to deeply intimate. The brand needed to show up and elevate each of these moments.
Results: Defined product categories along the range of consumer emotions as well as life moments. Delivered a clearly defined purpose and a unified consumer experience for each product category. Ultimately created a fully aligned global brand, while providing for country and channel specificity.