Advertisting:
Godiva introduced a campaign that carried the theme “the golden moment.” The campaign, with a budget estimated at $3.5 million to $4 million, is the first work for Godiva from its new agency, Lipman in New York.
The campaign, composed of print and out-of-home advertising, it does not seek to reposition Godiva as an alternative to Hershey or other mass-market candy brands. Nor does it suggest, as so many ads for upscale products do these days, that Godiva is a good value.
Rather, the campaign seeks to explain why Godiva is still worth buying during tough times (recession era), using an emotional appeal to make the case that a brief respite to indulge oneself “the golden moment,” as it were is as desirable now as it was when the Dow was at 14,000.
Public Relations
Held a charitable auction celebrating the influence of taste and style as it is passed from general generation. Pairing mothers and daughters, and proteges and mentors to benefit a variety of causes, Godiva looks forward to continuing the success of last years auction.
During Fashion Week in New York, Godiva gave sleep deprived and malnourished fashion folk a sugar fix with chocolate deliveries. Editors were able to pick from elaborate menu of goodies and place order for chocolate dipped strawberries,macaroons,berry dessert cups, and banana strawberry kabobs.
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