Godiva has rolled out a new line of delicacies called Godiva Chocoiste and is working to drive consumer trials and interest in its latest collection.
"Our goal is to drive awareness through impactful merchandising PR and sampling initiatives," says Erica Lapidus, director of PR and promotions for Godiva Chocolatier.
Idea: The campaign for Godiva Chocoiste, which includes 20 varieties of chocolates - all packaged in individual serving sizes- was designed to reflect the bite-sized goods themselves. The idea behind Decadence Goes Mobile is that Chocoiste is a casual, portable chocolate treat that you can indulge on while you're on the go, explains Lapidus.
Tools: The launch kicked off with a Chocoiste celebration at Bryant Park in New York City. From April 16 to 20, a double-decker bus, dubbed the Godiva Chocoiste Convoy, took passengers from the Godiva boutique at the World Financial Center to Times Square, handing out chocolates along the way. Godiva sent samplings along with a VIP pass for the convoy to media members. The company also worked with Ferocious Cow/East West agencies to set up Chocoiste brand ambassadors in the park to give out samplings and collateral. A personality quiz on areyouachocoiste.com finds the consumer's preference in chocolate and offers a free certificate to redeem the recommended Chocoiste product.
Measurement: Godiva plans to monitor PR and media impressions of Chocoiste and broadcast coverage of the convoy. "We will look at New York sales, Web site hits at areyouachocoiste.com, and click-throughs on Godiva.com to the Chocoiste page, as well as calls into customer service," says Lapidus.
Company: Godiva Chocolatier
Campaign: Decadence Goes Mobile
PR team: Alison Brod Public Relations
Other marketing: Web site, in-store promos, experiential mktg.
Launch: April 16