1. Presented By Victory Advertising
Godiva Chocolatier
Presented By Victory Advertising

2. Godiva Top tier brand of chocolate
At top of chocolate pyramid (above Nestlé's, Hershey's etc.)
Sees and Ghirardelli are market competitors
High quality chocolates that have gourmet taste and appearance

3. Current Situation Analysis
Old advertising campaign doesn’t position the brand effectively
It doesn’t portray the “luxury” that needs to be associated with Godiva
Godiva’s profits are increasing [2006 Annual Report]
Godiva has good market share, Time to focus on Godiva’s brand position

4. Objectives Strengthen the brand’s image of luxury
Make customers proud they buy Godiva

5. Primary Target Market Women and men aged between 30 and 62
Larger discretionary income ( > $75k a year)
This includes: Wedding planners, party planners, special event caterers, and people who use these services

6. Bob & Loraine Loraine Bob
Bob: hardworking executive 42 years of age who knows how to play just as hard as he works
Loraine: refined woman about 40 years in age who enjoys the finer things in life

7. Creative Plan Creative Big Idea
Put Godiva chocolate in the place of items of great luxury, value, and recognition.
Creative Big Tagline
“Fantasy Materialized”

8. Mood, Tone, Style, and Message
Image of luxury, excellence, and value
Graceful as well as tasteful
Combine Godiva with products of luxury
Few words, slightly ambiguous
Create direct analogy between Godiva and luxury

9. Mood, Tone, Style, and Message (continued)
Deep saturated colors such as: Indigo, Red Satin, Blue Velvet, Mocha, Burgundy, Gold, etc.
Diffuse filter on all photographs to add soft texture
All print ads will be glossy, not matte
Fonts will be cursives, scripts, and calligraphy
Very little action or motion
Godiva trademark and Lady Godiva logo on all ads
Mention a way to purchase the chocolate

10. Media Vehicles
Outdoor advertisements in high-end areas of leisure and shopping
-Examples: Valley Faire, Santana Row, Fifth Avenue
Point of Purchase Ads in high-end clothing stores, shoe stores, and gift stores
- Examples: Nordstrom’s, Macy’s, Bloomingdales

11. Media Vehicles Banner advertisements on magazine websites
-Examples: Economist.com, Vogue.com, Fortune.com
Full page ads in A-List magazines
- Examples: More, New York, Vogue, Gourmet, DuPont Registry, The Economist, Fortune

12. Creative Executions

13. Print Ad

14. Print Ad

15. Print Ad

16. Print Ad

17. Out-Of-Home Ad

18. Elevator Ad

19. Our Promise We will position Godiva as the top chocolate brand
Our ads will congratulate customers for buying Godiva
Our ads will retain current customers

20. Thank You