Campaign: Alison Brod PR (ABPR)
PR team: Godiva Gold Collection
Other marketing: Print ads in women's fashion magazines, done by Margeotes Fertitta Powell
Launch: September 29
Objective: To celebrate the brand's 80th anniversary, Godiva is relaunching its signature line of Gold Collection chocolates. The slightly different colored gold box now has 11 new chocolates. "There has been a lot of change at Godiva," said Erica Lapidus, head of PR and promotion for the brand. "We have been in the midst of a transformation over the last three years. This will really be the culmination of all of that."
Idea: The celebration was to begin September 29 with "Gold Friday," a holiday set to take place at all Godiva boutiques around the US with special celebrations at the headquarters in New York's Rockefeller Center. "These efforts target the fashion-forward female in the 25 to 35 age range who is interested in treating themselves," said Lapidus. Alison Brod, president of ABPR, added, "We want to create as much buzz as possible around Gold Friday."
Tools: The Rockefeller Center storefront was to be covered in gold decor, and ABPR arranged for Jessica Biel to attend. "Jessica embodies someone with a confident body image that Godiva would want to be associated with," said Brod. Godiva security guards were set to be all over the city for the event, handing out mock gold bullion to invite people to the store. Throughout the post-launch weekend, Godiva erected a 16-foot tower in the shape of its signature gold ballotin. Ten winners at each Godiva boutique were awarded a year of chocolate.
Measurement: Godiva will be looking at sales of the chocolates and looking more at measurement after other events for the campaign happen later in the year. ABPR will be looking at media impressions in weekly magazines and television.