Photo source: Godiva
Godiva is rolling out a refreshed logo and updated packaging as it aims to appeal to consumers looking for a taste of affordable luxury in their chocolate. The campaign will run across connected TV, out-of-home and billboard placements, as well as digital and social media channels.To launch this new look, the brand’s latest campaign stars Leighton Meester as Lady Godiva.
Created by Lippe Taylor and directed by Adrian Villagomez of Fela, the spot features the former Gossip Girl star in a twist on a classic art heist: instead of stealing, she rappels into a museum to add boxes of Godiva’s redesigned Masterpiece chocolates to a pedestal. She then exits the scene on a white horse – a playful nod to the brand’s iconic logo.
The idea of featuring Lady Godiva wasn’t part of the original plan. “It felt natural to bring her forward.” explained Ahad Afridi, chief marketing officer of Pladis North America, Godiva’s parent company. Afridi added that bringing Lady Godiva actually came as a result of the creative direction that just started to develop.
According to AdAge, Godiva chose Meester for the role because of her strong name recognition and broad appeal, described by Afridi as “highly likable.” He added that she also shares a subtle connection with the brand, having referenced Godiva in past roles – including a Gossip Girl episode in which her character calls Lady Godiva her only friend. Moreover, Meester’s strong resonance with millennial audiences made her an ideal match for the campaign’s target demographic.
The Masterpiece collection is set to launch nationwide in fall 2025, and the release is part of a broader global brand refresh ahead of Godiva’s 100th anniversary next year – the first major update in at least 15 years. The refreshed identity includes a redesigned logo created by Havas Group’s BETC, which now positions the word “Godiva” above the iconic horse-and-woman symbol. Meanwhile, the new packaging designs were developed by Godiva’s in-house creative team. The updates come as Godiva aims to tap into the expanding luxury chocolate market. Despite rising chocolate costs and consumers becoming more budget-conscious, Afridi noted that the premium segment continues to see steady growth.
