Dive Brief:
- Godiva on Tuesday (Sept. 30) launched a global campaign as part of a brand reset ahead of the company’s 100th anniversary in 2026, per details shared with Marketing Dive.
- “Lady Godiva Returns: A Modern Masterpiece is Born” features “Gossip Girl” actor Leighton Meester in the first portrayal of the brand’s namesake, Lady Godiva. The effort spans connected TV (CTV), out-of-home (OOH), billboards, digital, social and influencer activations.
- The reset and campaign look to revitalize a legacy brand and is timed to fall binge-watching season, a period when “Gossip Girl” tops the Netflix charts, according to Godiva.
Dive Insight:
Godiva is preparing for its centennial with a revitalization of its brand and a new, celebrity-powered campaign. In a cinematic 60-second video, Meester navigates a web of alarm-linked lasers (a la “Entrapment” and “Ocean’s Twelve”) to break into an art museum where she deposits Godiva chocolate and admires a portrait of Lady Godiva before escaping on the legend’s iconic white horse.
The effort marks the first time in at least 15 years that Godiva has undertaken a brand reset, including a new logo that more cleanly integrates the icon of Lady Godiva on a horse. Other elements include modernized packaging, refreshed product offerings and reformulations of select products.
“This reset isn’t just a visual update — it’s a transformation of how we show up in the world,” said Steve Lesnard, president at Godiva, in a statement shared with Marketing Dive. “We’re stepping into our second century with more purpose, passion, and power than ever. From our partnership with Leighton Meester to the iconic products we’re spotlighting, this is a brand ready to lead the premium chocolate industry again.”
The campaign was created by agency Lippe Taylor and produced by FELA, with short-form videos directed by Adrian Villagomez. The video starring Meester will debut on YouTube and run across social, with other campaign elements appearing across CTV, OOH, billboards, digital and social platforms, demonstrating the range of channels that marketers need to employ in a tough economic climate.
The selection of Meester, best known for her role on millennial-favorite “Gossip Girl,” comes as the show has found renewed interest since returning to Netflix last year. The actor will also appear in the upcoming season of romantic sensation “Nobody Wants This,” also on the platform. Godiva’s campaign demonstrates how Netflix shows and their stars remain shortcuts for brands looking to engage with pop culture.
Godiva in 2024 was fully integrated into parent company Pladis' portfolio of snack brands. Global premium chocolate market was forecast to grow by $20.8 billion from 2024 to 2028 according to Technavio data, but the U.S. market has been unsettled by the Trump administration's tariffs on foreign imports.
