Both partner agencies have been tasked with sugar coating the premium brand, bolstering the consumer experience in the process with a shift toward crafting experiences as part of a journey toward becoming a lifestyle brand known for more than just chocolate.
Annie Young-Scrivner, chief executive officer at Godiva, said: “Today, consumers expect more from the brands they choose. They want to know that the brand understands and respects their values and beliefs. McCann and Hill+Knowlton Strategies will be terrific partners that will enable us to connect more meaningfully with our consumers and amplify our growth in super premium chocolate as we expand into other categories.”
Alexander Jutkowitz, US chief executive of Hill+Knowlton Strategies, added: “We live in an age defined by great stories and Godiva’s represents an infinite number of bespoke moments from generations of chocolate lovers. We look forward to our collaboration together to tell the stories of wonder, wisdom and delight embodied by the iconic Godiva brand.”
Godiva chocolate is available in over 100 global markets via a range of boutiques, cafes, shops and online, having recently undergone a rebrand at the hands of PearFisher New York.