Chris Evans lands starring role in Godiva's new marketing campaign

Belgian chocolate maker Godiva Chocolatier has launched a new global marketing campaign, "GODIVA is Chocolate" with actor Chris Evans as the new face of the campaign. Best known as Captain America within the Marvel family, Evans will serve as the voice and actor of its campaign to elevate Godiva’s image.

The brand aims to market its products as a premium treat with portion control sizes, sharing packages, on-the-go convenient formats, as well as gifting boxes for special occasions. According to the brand, Evans' approachability and charisma lend themselves perfectly to its new positioning and the sentiments within the new campaign. Developed in partnership also with advertising company TracyLocke, "GODIVA is Chocolate" seeks to clearly communicate the brand's quality, premiumness, and leadership to consumers, along with the help of the actor.

"We are thrilled to further build on our success of the past two years with the unveiling of GODIVA is Chocolate. This campaign signals an important expansion of the GODIVA premiumness to the global marketplace with exciting, relatable, creative concepts that help position our iconic brand as part of our consumers' daily lives," Nurtac Afridi, global CEO of Godiva, said. He added that the brand is looking forward for the "GODIVA is Chocolate" campaign to bring a new way for consumers to talk about and engage with Godiva.  

The campaign will run across OTT, digital, social media, as well as retail touchpoints through in-store signage. Additionally, it will also be featured in OOH locations and billboards to further drive the message of the campaign.

According to Godiva, the ads will highlight the brand's product portfolio with four creative spots, each highlighting four of different Godiva products. The first of which is Godiva's "Signature Mini Bars", which are eight individually wrapped chocolate bars that help with consumers' portion control. This is followed by "Chocolate Domes" that contain three separate layers with different textures - creamy, crispy, and crunchy, for a multisensorial and textured experience.

Meanwhile, the "Masterpieces", chocolates with elegant designs and luxurious fillings, as well as the "Classic Gold Collection", its new-to-market gold collection chocolate, will also be made available to consumers. "I've been a fan of GODIVA for a long time and I'm honored to be the voice of their new campaign," Evans said. MARKETING-INTERACTIVE has reached out to Godiva for additional information. 

Meanwhile, the brand has also been working on its corporate social responsibility by focusing its efforts on Women's Empowerment and Sustainability to optimise its impact, and align itself with the UB's sustainable development goals. To date, the brand has global footprint across more than 100 markets. 

Related articles: 
GODIVA Singapore picks social media agency
GODIVA appoints Manoj Loya as president of Greater China & Asia Pacific