GODIVA launches marketing campaign inspired by founder’s love story
Advertisements to focus on key selling periods beginning September 2019.
GODIVA has launched a new advertising campaign devoted to the notion of evoking wonder.
With romantic vignettes and visuals, the Wonder Awaits campaign was created to spark curiosity and wonder for a younger audience. Created by ad agency McCann London and directed and photographed by British director Vicky Lawton, the campaign is a loose homage to the founder of GODIVA, Pierre Draps.
As the story goes, when he was a young man in Belgium, Draps learned how to make his now famous truffles simply to delight his wife, Eugenie, who adored chocolate more than anything else. He dedicated his life to this art, and to her.
Using this love story as inspiration, Wonder Awaits features two young characters, Pierre, a chocolatier, and Mimi, a lover of sweets, and the wonder and anticipation of what’s to come between them. Together, they indulge in GODIVA chocolate, which plays a central role in their connection, and helps to grow their special relationship. Their love story, and the lifelong romance of Draps and his wife, inspire chocolate lovers everywhere to explore life with playful curiosity and wonder.
“The launch of Wonder Awaits signifies a transformation and reintroduction of GODIVA with exciting, uplifting creative concepts that are a new approach for the brand,” says John Galloway, chief marketing and innovation officer, GODIVA Chocolatier. “Wonder Awaits was created to reach taste lovers worldwide, and we are excited to share this work with our fans and give them a taste of GODIVA, while showcasing our brand purpose: opening people’s eyes to a more wonderful world. A world with GODIVA chocolate, of course.”
Wonder Awaits advertisements will be distributed on leading media properties such as YouTube, Facebook and Instagram, in addition to leading media publishers such as PopSugar and BuzzFeed. Globally, the brand is investing millions on the total ad campaign, with a focus on the key selling periods beginning in September 2019 and running through 2020.
“GODIVA is thrilled to officially share Wonder Awaits, an important piece of our bold plan to grow our business fivefold over the next six years,” says GODIVA CEO Annie Young-Scrivner. “Our new campaign is one of the many ways that our iconic brand is evolving to become a part of our consumer’s daily life. We are committed to creating destinations, products and experiences that allow people to treat themselves with GODIVA every day – beyond just holidays or special occasions. GODIVA is growing exponentially, and we are dedicated to creating wonder and delight for our consumers at every touchpoint along the way – whether it be in our boutiques, cafés, at grocery and retail stores, or online."