From luxury to mainstream: How Godiva democratised luxury

Godiva, a Belgian chocolate manufacturer, communicated with its audiences in the UK and the US via a single campaign that 'democratise luxury' from boutiques to mainstream luxury shopping aisles.

Campaign details

Brand: Godiva Advertiser: Pladis Agency: The&Partnership London


This paper shows how effective communication helped Godiva to democratise luxury: an expansion from beautiful boutiques, into the mainstream worlds of supermarkets and grocers. Our case study focuses on two very different markets within a global roll