THE TASK

Develop a marketing platform that reinvigorates Godiva's brand identity with younger consumers and drives awareness of Godiva Signature Mini Bars.

THE OBJECTIVE

Expand consumers' perception of Godiva as more than an indulgence for special occasions.

Connect with older Gen Z and younger Millennials to drive awareness and convey the message that Godiva is an on-the-go, premium snack.

THE TARGET

Younger Millennials and older Gen Z, ages 18-28. Trendy and connected — active on social media. Taking advantage of their youth to see the world. Enjoys chocolate, but only for special occasions or holidays. Most attracted to products and brands they see on social media. Values the opinions of other like-minded young shoppers.

THE INSIGHT

Chocolate is not often shown on social media and advertising as a casual snack. Chocolate consumers are unaware of how they could incorporate Godiva into their daily eating habits. For chocolate consumers, another chance to eat chocolate is another occasion for it.

THE STRATEGY

Provide opportunities to expand the understanding of traditional chocolate consumption moments by offering a platform to showcase real-life examples from consumers that enjoy Godiva in any situation— no matter how big or small.

THE CONCEPT: GODIVA EVERYWHERE

Take part in Godiva's #GodivaEverywhere social campaign and enter a Godiva-sponsored raffle. Participants will have the chance of winning an all-expenses paid trip to Belgium or different tiers of a permanent discount code