From boutiques to grocers: How Godiva democratised luxury

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Introduction

It was time for Godiva, a niche luxury brand known for expertly crafted Belgian chocolate, to enter select, mainstream channels.

Godiva had ten small-but-perfectly-formed boutique stores, and a handful of concessions selling beautifully crafted Belgian chocolate. The vision was to become widely available in grocers across not just the UK (our focus here), but also the entire world. For Godiva, this was a brave shift from luxury boutique chocolate to everyday luxury, where they would be sold in the premium chocolate category.

Some might simply take the chocolate from the boutiques and put it in supermarkets, at...

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