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Marketing Society Excellence Awards: Brand Extension · 2019-04-30 · Marketing Society Excellence Awards: Brand Extension 2 Executive Summary This is the story of how Godiva, a

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Page 1: Marketing Society Excellence Awards: Brand Extension · 2019-04-30 · Marketing Society Excellence Awards: Brand Extension 2 Executive Summary This is the story of how Godiva, a

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ExecutiveSummaryThisisthestoryofhowGodiva,anichebrandintheUK,lookedbeyondtheirtraditionalchocolateboutiquestoresandexplodedintoeverydayluxury–intosupermarkets.Thiswasabrandextensionthatdidn’tjustdrivesalesforGodiva,itgrewthepremiumchocolatecategory.Unusually,Godivadidn’ttrytoenticepeopletoswitchfromcompetitors.Insteadthestrategysuccessfullybroughtnewpeopleintothepremiumchocolatecategory.Thiswasawholenewaudienceofyounger,moreaffluent‘experiencelovers’enteringtheworldofGodivaandpremiumchocolate.Thedisruptivecampaignsuccessfullyinspiredmainstreamchocolateloversto‘DIVEIN’toGodivaMasterpieces–anewproductinspiredbyiconicchocolatesfromtheboutiquesandredesignedforthegrocerychannel-withtheseductivepromisethat‘ChocolateNeverFeltSoGood’.Artistic,dynamic,vibrantandmodern,themulti-touchpointcampaignnotonlybrokecategoryconventions,itbroketheluxuryparadox,achievingtheutopiaofbeingbothaspirationalandaccessible.Giventhestrengthofoursignificantlybetterknownandmuch-lovedcompetitors,theresultswereextraordinary.ArrivinginSainsbury’sinSeptember2017,Godivadoubledtheirexpectedfour-monthsalestarget.Itwasalsoapositiveforthecategoryasawhole.Bybringinginanew,youngeraudiencestopremiumchocolate,Godivacontributedanastonishing97%ofcategorygrowthforSainsbury’s.Thisremarkablelaunchcamefromabrandstartingfromscratchinthegrocerychannel,withjust10boutiquestoresconcentratedinSouthEastEnglandandamodest18%brandawarenesspre-launch.1Godivahasproventhatyoucandemocratiseluxurysuccessfully;achievingmasssales,whilstalwayskeepingluxurycredentialsatthebeatingheartofthebrand.290words

1TNS,2017

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INTRODUCTIONItwastimeforGodiva,anicheluxurybrandknownforexpertlycraftedBelgianchocolate,toenterselect,mainstreamchannels.Godivahadtensmall-but-perfectly-formedboutiquestores,andahandfulofconcessionssellingbeautifullycraftedBelgianchocolate.ThevisionwastobecomewidelyavailableingrocersacrossnotjusttheUK(ourfocushere),butalsotheentireworld.ForGodiva,thiswasabraveshiftfromluxuryboutiquechocolatetoeverydayluxury,wheretheywouldbesoldinthepremiumchocolatecategory.Somemightsimplytakethechocolatefromtheboutiquesandputitinsupermarkets,atadiscount,inthehopeapricedealwillenticeshopperstoswitchcompetitors.Itcouldworkforthatone-offsalespeak,butitwon’tbuildabrand.Mostlikelyitwillgetyoude-listed.Therightstrategy:• CelebratetheluxuryspecialnessofGodiva• Createanewproductthat’sperfectforeverydayluxury• Partnerwiththerightsupermarketandpositiontheproductattherightprice• Side-stepbrand-loyalistsandinsteadseduceanewaudiencetogrowtheentirecategory• ThenproverepeatsalestofullyestablishGodivaaslong-termbrandthatgrocerswant.LAUNCHOBJECTIVESThebusinessvision:Todemocratiseluxuryandexpandthebrandfromtenluxuryboutiquestores,tobecomeawidelyavailablepremiumchocolatesoldingrocersacrosstheworld.TheUKbusinessobjective:Gain10%marketshareofthepremiumchocolatecategoryby2020,cementingourpositionasalong-termcontenderinthegrocerychannel.Marketingobjectives:Withintheninemonthsoflaunch• Increasebrandawarenessfrom18%to25%• Avoid‘mainstreamdilution’bymaintainingtheimportantpremiumbrandperceptions

of‘highqualityproducts’and‘worthpayingmorefor’,whichcurrentlystoodat14%and8%respectively.

• Drive£1.5msalesinthefirstfourmonthsoflaunch Thevisionwasclear,andsound.Buttotakeabrandsosteepedintraditionandeleganceintogrocerswouldstilltakebravery.PreviouslyattemptedintheUSsomeyearsbefore,ithadbeenanawakeningtothedangersoftakingluxurymainstream.Thishadtobedoneright.

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CREATINGMASTERPIECES,GODIVA’SBRANDEXTENSIONTomeettheobjectivesmeantdesigningaproductsuitableforthegrocerychannel–inproduct,inpackaging,andinprice.Buttobesustainable,thiscouldn’tjustbea‘copyandpaste’ofthechocolatesoldintheboutiques.Norcouldtheproductloseitsluxury.Cue‘Masterpieces’.AnewrangeofGodivachocolates,inmultiplegrocery-friendlyformats,allinspiredbyGodiva’smosticonicboutique-soldBelgianchocolate.TheResearch&Developmentteamhadsurpassedthemselves.Thenexttwochallengeslayin:1) UnderstandingtheaudienceforMasterpiecesandunlockingtheinsightthatwould

inspirethemtobuyintothepromiseofeverydayluxury.2) Developinganapproachthatwouldkeptthetrickybalanceofbeingaspirationaland

accessible,whilstalsocreatingdisruptioninthemarket.FINDINGANEWAUDIENCEToextendfromboutiquestogrocerssuccessfully,Godivahadtofindtheiraudience.Pivotally,GodivawouldnotsettleforswitchersLindthasdoneanincrediblejobinbuildingacohortofloyalists.It’samuch-lovedbrand,scoringinthe99thpercentileforpositivity.2Yet,Godivacouldn’trelyonswitchers.Nordidtheywantto.Tobuildalong-term,sustainablebrandthatgrocerswantedtostock,theyneededtogrowthecategory,notjustshiftpeoplewithinit.Audiencedatashowedthatjust27%ofLindtshopperswereunder45,withthemajoritybeinglowtomid-affluent.3Theintendedaudienceforthisbrandextension,andthekeytosuccess,wouldbeyoungerandmoreaffluent.

2YouGov,20173TNS,2017

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RESEARCH&INSIGHTSExtensiveresearchhelpedustounderstandhowwestriketherightbalancebetweenbeingaspirationalandaccessible.Figure1showsasnapshotoftheresearchconducted.• Ethnographicaudienceresearch

WhatsAppactedasanagileresearchtooltounderstandpeople’sday-to-daylivesandtheroleofchocolatewithinthat.Alongwithdailyquestions,earlypositioningandcampaignideasweresense-checkeddirectlyandwithspeed.

• Globalaudiencedeep-dive

AmixofqualitativeandquantitativeresearchconductedbyFlamingoResearchuncoveredtheneeds,wantsandmotivationsofouraudience.

• Trendsimmersion

Trendsinsightbroughtadeepandrichunderstandingofthetrendsshapingouraudience’slives.

• Expert‘chocolatetaster’interviews

Timewasspentwithexpertchocolatetasters,bringinganunderstandingoftheuniqueflavourprofileofGodivaMasterpieces.

Keyresearchfindings• Ashiftfromhaving,tobeing:Themovefrommaterialismtoexperiencesisparticularly

trueofouryoungertargetaudience.• Extremesarethenewmoderation:Themodernworldhasbroughtamyriadofchoice.

Butcountertothisisadesireforexperiencesthatarefeltwithfullintensity,meaningpeoplehavetoselectandchoose.Abstainorindulgecompletely.

• Chocolateisnomindlessmunch:SummedupbytheBake-Offcatchphrase,‘isitworth

thecalories?’,this‘all-in,orall-out’attitudeheightenswithchocolate.Ouraudiencewantsachocolatethat’sworthit.Ifitis,theywilldiveinfully.

• EatingGodivabringsanuplift:Chocolatebyitsverynatureisaneurone-firing,

endorphin-stimulating,pulse-quickeningexperiencewhichistakentoanevenhigherlevelbytheluxuriousintensityofGodiva.

Theaudienceinsight:TheaudiencewasnamedEXPERIENCELOVERS,andtheyseekMindfulIndulgence.“Idon’twanttoliveinthemiddle.WhenIwantsomething,Igoforitfully,immersemyselfinitandfeelgood-otherwiseIdon'tdoitatall.”

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CAMPAIGNAPPROACHAsanewchallengerbrand,disruptionwasessentialChocolateisacategorysteepedinconvention;fromtheFlakegirl’sslowindulgence,toLindt’sMasterChocolatiercarefullyandpreciselymeasuringoutingredients,toFerrero’sluxurylayers.Masterpiecesneededtostandoutfromsuchconventions,yetstillresonatewithExperienceLovers,andmaintainGodiva’sluxurycredentials.Tomeetthischallenge,four‘DisruptionPrinciples’weredeveloped.Thesegaverisetoatonalitythatwouldstandoutinthepremiumspacesuccessfully,whilstbuilding,notbreaking,theGodivabrand.Theywouldapplynotjusttocommunications,buttoallpackagingandfutureproductdevelopment.1. Withartistry,insteadofprecision

Whilstotherpremiumchocolatebrandsfocusontheprecisemeasurementsandexactitudeofmakingchocolate,Godiva,asithadalwaysdone,wouldcelebratetheartistryofchocolate,overthescience.Justlikethewonderfulshopfrontsoftheboutiquestores,communicationswouldfeelartistic,creativeandfullofbeauty.2. Withvibrancy,insteadofpassivityTheconventioninpremiumchocolateistousedark,muted,passivetones.Instead,thiscampaignwouldbeacolourful,first-handexperience,vibrantandvisceral–reflectingtheexperienceofeatingMasterpieces.3. Withintensity,insteadofgentlerelaxation

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Theimageofthegirlleaningback,takingaslow,relaxingbiteofchocolateisfamiliar.ButinterviewswithexpertsrevealedthisastheantithesisoftheGodivaexperiencewhichbringsintensity,notrelaxation.4. Withmodernity,insteadoftraditionalluxury“TheGodivabrandisoverwhelminglyreadthroughthelensofluxury…bakedinwitholdEuropeancuesofelegance,luxuryandnobility”4Theseluxurycredentialsneededtobeembraced,buttocutthroughandresonatethiscampaignneededamoderntakeonluxury.Thiswouldstillbeelegantandstylish,butwithaninjectionofenergyanddynamism.THESTRATEGICPLATFORMExperienceLoversareallornothing,mindfulindulgers.ThefourDisruptionPrinciplescallforartistry,vibrancy,intensityandmodernity.Fromhere,thestrategicplatformbecameDIVEIN.‘DiveIn’capturedeverythingthatwastrueoftheaudience,MasterpiecesandtheMasterbrand,andimportantly,brokecategoryconventions.DiveIn:• Isanactivechoice,nota‘mindlessmunch’• CapturestheintensityandvibrancyofGodiva• Focusesonthefeeling,notjusttaste• Givesanopeninvitationtoenjoyluxury;moderninclusivitynotexclusiveold-luxury.CREATIVEIDEAThisplatformwasbroughttolifethoughavisceralcommunicationsidea,whichalsobecametheend-line:CHOCOLATENEVERFELTSOGOODLikeMasterpieces,thiscampaignwasmorethantaste.ThecentralideawastomakeyoufeeltheintensityofGodiva.

4FlamingoResearch2016

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Feltthroughthedepthoftextureintheprint,theebbsandflowsofthemusicintheRankin-directedfilm,andthefullintensityofthein-storeactivation,thiswasabravecampaigntolaunchintheconventionalworldofchocolate.Itevokedandtantalisedeverysense.Figure2showsasnapshotofthecreativework.

LAUNCHSTRATEGYLaunchpartner:ThechosenlaunchpartnerwasSainsbury’s–abrandwhichsharedinthevisiontogrowthepremiumchocolatecategoryandnotjustdriveswitchers.Pricepoint:Thepricepointreflectedapremiumproduct,purposefullyin-linewithandnotbelowcompetitors.Packaging:Packagingwasdesignedandresearchedtobringoutcuesofartistry,modernity,vibrancyandintensity.Mediatargeting:Despiteamodestmediabudgetof£600k,atargetedcampaignacrossthewholecustomerjourneywascreated.Thisbuiltawarenessandconsiderationpre-shop,drovepurchaseinstore,andbuiltloyaltypost-purchase.Figure3showsthecustomerjourneyandFigure4,themedialaydown.

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RESULTSThiswasamarketingstrategythatdidn’tjustgrowGodiva,itgrewthewholepremiumchocolatecategoryforSainsbury’s.Peopleweren’tswitchingfromcompetitorstoGodiva,theywereenteringthecategoryanew.AwarenessandPerceptionsFollowingthelaunch,evenwithamodestmediabudget,brandawarenessincreasedahealthy9%,reaching27%.Thisbeatthetargetof25%.Importantly,thiswider,moremainstreamawarenesshadn’tbeentothedetrimentofthebrand’sluxurycredentials.Thetargethadbeentomaintainluxuryperceptions,butthesewasinfactbettered.PerceptionsofGodivahaving‘highqualityproducts’sawapositiveincreaseof3%.SalesandGrowthGodivahadsetthemselvesa4-monthtargetof£1.5m.Theydidn’tjusthitit,theydoubledit,achievingatotalof£3.1msales.Startingfromnothing,thisgavethema10%marketshareofpremiumchocolateinSainsbury’s.Thiswasamore-than-solidstarttotheoverallbusinessvisionofachieving10%shareofallpremiumchocolateby2020.ImportantlyGodivashoppersdifferedtothatofcompetitorsAnalysisofaudiencedatashowedthatMasterpiecessuccessfullyattractedadifferentaudiencetothatofLindt,FerreroandThornton’s.Thisaudiencewasyoungerandmoreaffluent(Figure5).

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Thisaudiencewasnewtopremiumchocolate,drivingimpressivegrowthinthecategoryAmongstboxedchocolate,43%ofpeoplebuyingGodivawerecompletelynew-to-categoryshoppers,i.e.theyhadnotboughtanypremiumchocolateinthe26weekspriortoGodiva’slaunch.Afurther9%addedGodivatotheirrepertoire,i.e.theywerebuyingitalongsidetheirexistingfavouritepremiumchocolate.Intotal,thiscreated52%incrementalgrowth(Figure6).Inblockchocolate,thesamepatternwasseen,with28%newtocategoryand16%addingGodivatotheirrepertoire,delivering44%incrementalcustomers.

Overallthesesalesdrove97%ofnever-before-seenincrementalcategorygrowth,spikingduringthecampaignperiodThiswasnotaseasonaltrend.Long-termgrowthdatashowsthatwhilecompetitorssalesremainedsteady,salesofGodivabroughtadditionalgrowth.Thesesalesreachedapeakduringthecampaignperiod(Figure7).

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Year-on-yeardatashowstheimmediateimpactGodivamadeComparingthecategoryvaluepre-andpost-campaignfurtherhighlightsGodiva’simpactoncategorygrowth,deliveringa6%increaseinvalueinthe13weeksafterlaunch(Figure8).Importantlytoo,thiswasn’taoneoff-purchase.23%peoplewhoboughtaGodivaproductreturnedtobuymore.Thisperfectcombinationofanewaudience,growthandrepurchasedatatogethercementedthelongevityofGodiva.ItgaveSainsbury’stheconfidencetogiveGodivamoreshelfspaceformoreproductlines,andsecurednewpartnershipswithothergrocers.Thiswasatrulysuccessfuldemocratisationofluxury.1939words