Building a Consistent Premium Brand

The Challenge

As Godiva expanded its global footprint from elegant boutiques to grocery stores, it wanted to build a consistent premium look and feel across all channels, and leverage the brand’s unique role in giving and creating enduring memories.

Our Approach

Our Cultural Insight team drew up distinct cultural territories, which served as positioning springboards

The Insight

The Study provided a perspective on which luxury cues to dial-up and the emerging signals that would disrupt the category.

The Impact

Through tracking what chocolate lovers desire across the US and Japan, we uncovered which retail channels posed the greatest opportunity, the roles different chocolates have in fulfilling different needs and which products pose the highest potential for Godiva’s innovation strategy.

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