Building a consistent premium brand for Godiva

We helped Godiva understand chocolate lovers in the US and Japan, to help them with channel optimisation, brand positioning and product innovation.


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" to consumers.


Kantar's Cultural Insight team drew up distinct cultural territories, which served as positioning springboards.


The study provided a perspective on which luxury cues to rely on more heavily, and the emerging trends 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 posed the highest potential for Godiva’s innovation strategy.

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