Taking a bigger bite of the chocolates market

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 Cultural Insight team drew up distinct cultural territories, which served as positioning springboards and provided a perspective on which luxury cues to dial up and the emerging signals that would disrupt the category.

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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