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Female Media Opps: Godiva launches new campaign with a Chris Evans voiceover, plans to double marketing budget this year

TracyLocke, the initiative includes connected TV and online video ads, OOH, retail point-of-sale, paid social and programmatic. Godiva did not reveal what it'll spend on the new campaign, but global CEO Nurtac Afridii said the company will double its marketing budget this year. Plans for OOH ads in the US include  digital billboard in NY's Times Square, with additional static billboards, wallscapes and urban panels planned throughout NY and FL, in Miami, Orlando and Tampa. Sellers should contact soon to secure last-minute ad dollars.

Things have been changing for this 96-year-old company since it appointed CEO Afridi in December 2020. Since then, the company abruptly closed all the 128 boutiques and cafes it had in NA and introduced new versions of its chocolates designed for mainstream distribution. Godiva has also expanded to new categories like ice cream.

So far this year, Pathmatics reports the chocolate brand has spent approximately $1.1m on digital ads, around double the approximately $562.9k it spent in all of 2021. In 2021, Godiva's estimated full-year spend ($562.9k) was up 14% from that of $491.9k in 2020. The brand has earned around 81.5m digital impressions YTD via mobile display (56%), desktop display (24%), Facebook (14%) and Instagram (7%) ads. The most (96%) of this year's mobile display ads have been placed site direct onto bettycrocker.com.

Godiva has a wide target demographic, but that target demographic does have a strong female skew. Sellers able to offer relevant ad space should get in touch soon to do so.

Agency & martech readers - The company doesn't currently show major signs of upcoming reviews, but keep it on your radar for future project-based work. Winmo states that along with TracyLocke, Godiva works with Lippe Taylor (PR and social).