From luxury to mainstream: How Godiva democratised luxury
This paper shows how effective communication helped Belgian chocolate brand Godiva to democratise luxury: an expansion from beautiful boutiques, into the mainstream worlds of supermarkets and grocers. It focuses on two very different markets within a global-roll out. In the UK, this was a launch, where Godiva had to establish brand and product. In the US, it was a reappraisal task, where declining fortunes had to be reversed. Following the activity, Godiva reported 50 per cent global growth. UK sales were double expectations and US net sales rose 29 per cent year on year.