Godiva's New Ad Campaign

Via The New York Times.

Godiva wants YOU to experience joy in these trying times. That's why its hired a new ad agency to design a new campaign with beautiful people enjoying pieces of their chocolates in what they like to call "the golden moment". Some quotes from the article:

“Godiva is consumed around moments of elation, seduction, love,” he adds. “All moments should be golden.”

“And for $5 or $25 to $30, you could have that moment, that incredibly emotional moment with family, with friends,” he adds. “You’re not talking about crazy money; you’re talking about true joy.”

The ads will be seen along the streets of Manhattan, JFK, and LA. Print ads will be running in magazines like Glamour, Elle, Vanity Fair, Vogue and others.

I grew up in a home where Godiva was given for every major holiday- it was serious chocolate. Each piece was an experience. Then...the $25 box got less and less worth the money. The quality of the chocolate went down so noticeably. It took me a couple of years, but finally I told everyone not to bother spending their money- I was finished with Godiva. Not to mention they got rid of my favorite piece, that ivory shell occupying the center of the back row in the picture.

But every now and then I am still tempted. Someone once suggested I try buying individual peices from the stores themselves, but with so much less demanding goodness out there I never seem to get around to it.

And then of course, there is this:




Has your experience with Godiva been noticeably different over the years?

First original photo can be found here.
Second original photo can be found here.