From luxury to mainstream: How Godiva democratised luxury

Godiva, a Belgian chocolate manufacturer, communicated with its audiences in the UK and the US via a single campaign that 'democratise luxury' from boutiques to mainstream luxury shopping aisles.

Campaign details

Brand: GodivaAdvertiser: PladisAgency: The&Partnership London

Summary

This paper shows how effective communication helped Godiva to democratise luxury: an expansion from beautiful boutiques, into the mainstream worlds of supermarkets and grocers. Our case study focuses on two very different markets within a global roll-out. In the UK, this was a launch, where we had to establish brand and product. In the US, it was a reappraisal task, where declining fortunes had to be reversed. We show how our convention-breaking, integrated campaign succeeded in both. The path from luxury to mainstream is not well-trodden, making...

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