GODIVA
Brand Extension
Team Members
Personal Contribution
Emerald Grippa, CBM
Patricia Rivera, CBM
Category Research and Analysis
Storytelling
Video Editing
3D Mockups using Adobe Dimension
Godiva, a long-established premium chocolate brand, is struggling to stay relevant. In 2021, the brand even closed all 128 brick and mortar stores in the US and Canada. Currently only operating through ecommerce and corporate deals, Godiva is looking to repopularize their luxurious premium chocolates with a brand extension that taps into a younger audience.
societal pressures ARE MAKING YOUNG ADULTS more lonelY, UNconfidenT, and stressED than ever.
Pain Point
To combat burnout, they are prioritizing self-love more than any other generation.
But self-love and actualization are not enough.
This generation craves
self-expression.
In a world that demands conformity and sameness, the expression of one’s individuality is life-giving.
INSIGHT
Self-expression is inherently rebellious.
For these young individuals, self-love is more than relaxing and being still. They are fighting societal suppression of individuality by finding ways to not only love, but express themselves...
...PARTICULARLY THROUGH MAKEUP.
For many of those who have struggled to fit into traditional beauty standards, makeup is an art of self expression, which can in turn contribute to life-changing transformations in confidence and emotional stability.
Godiva derived their name from Lady Godiva, a noblewoman famed for riding naked through the streets on a horse in a political statement against her husband.
FEMINIST ORIGINS
Godiva built a brand on the novelty of their signature gold confectionery boxes, but the younger generation of adults do not resonate with that.
What they want is to see the brands they love taking a strong stance they can support.
They want Godiva to fight for them and their individuality…
Just like Lady Godiva would have.
Revitalize Lady Godiva’s spirit in the brand by developing a makeup brand extension that embraces the revolutionary attitude of young adults.
OPPORTUNITY
INTRODUCING
SELF-LOVE IS RADICAL.
Davi is the makeup brand extension of Godiva that promotes self-love as a radical and courageous expression of individuality.
Positioning
Compared to the competition, Davi is aimed to mirror the premium quality of Godiva’s chocolates, but will be set to bring a refreshing contemporary air to the parent brand’s repertoire of products. The sub brand revolves around 3 major themes:
PREMIUM QUALITY
CONTEM
PORARY
VOICE
AUTHENTIC
TONE
This positions Davi as a
RADICALLY CONSCIOUS, PREMIUM BRAND.
Branding
The branding was inspired by Lady Godiva, the parent brand’s namesake feminist figure. Lady Godiva is reimagined as a powerful modern young adult, to inspire potential customers to express their true selves.
Custom
Eyeshadow
The makeup line features two eyeshadow palettes: a 4-color neutral basic palette and a bolder, customizable 9-color palette.
WHERE TO BUY
Davi products will be available in Target and Ulta, two brands popular with young makeup lovers emphasizing inclusivity in their offerings.
Free-standing in-store displays will be available to draw customers in and offer a lipstick-drawn affirmation in the attached mirror.
Continuous stress needs to be relieved somehow, and sometimes that means breaking something. DAVI will sponsor a traveling popup rage room to help let a little stress - and perhaps anger - out.
Marketing
TRAVELING
RAGE ROOM
Taking radical self love to the streets, DAVI will partner with bars and restaurants to spread the word through mirrors marked with loud affirmations and the #shareyourradical hashtag to be featured in those late night out selfies.
VIRAL
LIPSTICK GRAFFITI
I AM AN
UNAPOLOGETIC
BADASS
aMB*TCHOUS
#SHAREYOURRADICAL
#SHAREYOURRADICAL
BECOMING THE VOICE OF
TODAY
Not only will Godiva achieve their goal of reaching a new audience, but with a loud and proud statement like Davi, the brand will establish a strong presence among young adults for years to come.
Becoming like everyone else is soul-sucking.
Becoming like you
is nothing short of radical.
