GODIVA RETAIL EXECUTION
STRATEGIC APPROACH AND RATIONALE
HOW PREMIUM BRANDS ACT IN-STORE Luxury Stand-out An important element of our shopper materials is that they immediately signal every day luxury and premium within the category. Key ways in which this can be achieved include: 1. Finishes Introducing special print and finish techniques on certain touch-points. (Note: sometimes difficult as not all markets will have sufficient budget) 2. Permanent Fixtures Made from quality materials to reflect provenance/product story 3. Cross promoting Adjacencies with other luxury/premium products in-store e.g. champagne, fine wines, expensive cheeses etc. 4. Simple but beautiful aesthetics Minimal elegant design suggests premium. Most shopper brands try to stand out by shouting the loudest but often less is more. 5. Added value strategy Avoid price promotions/dealing via added value rather than being discount-led. For example, trial sized bars or banded packs with a new flavour in the range rather than ‘money off’. 6. Deliver provenance at shelf Communicate heritage, quality and expertise through ‘mini stories’ at shelf linked to a digital interactive tool such as Blippar for a fuller, immersive brand experience.
BREAKING CATEGORY NORMS
Sensorial Differentiation We know that the shopper is faced with a host of premium choices in the chocolate category, especially in markets such as the UK where 15% of all shelf space can be given to chocolate. Confusion is not helped by many brands using the same words to describe the chocolate – such as rich, silky and smooth – and these have become what we call ‘category norms’. When lots of brands say the same thing, shoppers find it difficult to navigate between them and switch off from the wallpaper of messages. Hence only 6% of shoppers noticing a new product in the category and a similar low level of conversion in aisle. To communicate our unique Godiva multi-sensorial benefit to the shopper and to cut though the clutter, we have treated Godiva in a brand new way for the category. From our visual depiction of the consumption benefit to the way in which we articulate the flavour, using sensorial and poetic descriptions, every element of our shopper campaign is designed to demonstrate that Godiva is different. The everyday luxury treat that takes chocolate to a new ‘feeling’ dimension.
Stand-Out
Offer Unique Benefit
Drive Trial
CORE SHOPPER PLATFORM Sensory Benefits In shopper, we have used our Godiva unique sensory consumption benefit – it tastes so good you can feel it – to deliver a differentiating and motivating position in the category. Combined with images of truly delicious Godiva and reasons to believe why our product is superior, we will maximise crave appeal at shelf and trigger trial.
DRAMATISE THE UNIQUE MULTI-SENSORIAL FEELING OF EATING GODIVA
Emotional Benefit Lift life out of the ordinary with the unique sensory multi-layered experience of eating Godiva. Feel Chocolate Like Never Before Product Benefit Hero pieces of delicious Godiva to communicate superior eat, supported with finest quality ingredients, chocolate boutique expertise and Belgian heritage messages.
SHOPPER ON A PAGE
Shopper Fundamentals Ensure punchy messages are instantly understood without decoding (in 3 seconds or less).
Hero Godiva logo at launch as brand is new to channel but an established global signpost of quality.
Use colour, shape and language to break category norms and create stand out against multiple choices at shelf.
Maximise occasion relevance for escape moments with sympathetic adjacencies e.g. wine aisle.
Use incremental display to ‘go early’ in basket addressing shopper treat limit.
Campaign Specifics DRAMATISE THE UNIQUE MULTISENSORIAL FEELING OF EATING GODIVA
Elevate the consumption experience to a feeling while heroing delicious pieces of Godiva through imagery and sensorial descriptions that break category norms, maximising crave appeal and driving trial.
Premiumise the category by treating chocolate as a multi-layered ‘eat’ that deserves dramatic expression within the fixture. Maximise crave appeal at shelf through poetic and sensorial descriptions of the Masterpiece chocolate SKUs, like fine wine tasting notes. Use ingredient cues to immediately reinforce taste credentials and product deliciousness.
Support sensorial eat with key functional claims/reasons to believe (RTBs). Found in chocolate boutiques Artistry of chocolatiers Made with world’s finest coca beans Delicious Masterpieces range
KEY VISUAL WIP
HEAT-MAPPING RESULTS
SHOPPER VISUAL GUIDELINES
LANDSCAPE VISUALS Standard Landscape When producing standard landscape versions of the key visual the following rules apply. You do not need to use the ‘New Godiva Masterpieces’ copy line if not showing the chocolates or packs or if you are using the copy line ‘Introducing the masterpieces collection’.
** APPLIES TO ALL ** Sensorial Swirl, all elements, logo, headline and chocolates must be scaled proportionally and must not be stretched. Background colour must be ‘Smooth Cream (R: 254 G: 251 B: 244)
Logo
Elements
The elements should interact with the cloud as per the key visual.
New Godiva Masterpieces
The ‘Masterpieces’ copy must always be in the centre space between the product and headline lower gold bar. The ‘Masterpieces’ copy is 65% of the headline copy size.
Size Hierarchy
The logo/copy/chocolate may be scaled for maximum impact, but must always follow the size hierarchy set by the key visual.
The logo tab can interact with the sensorial swirl to integrate the brand. Please always respect the safety area of the logo itself.
White Space
As the key visual was created in a horizontal format, the white space should mirror that of the original file. The white space around the chocolate brings the squares to the foreground. Never crop the chocolate off or too close to the edge.
LANDSCAPE VISUALS
** APPLIES TO ALL ** Sensorial Swirl, all elements, logo, headline and chocolates must be scaled proportionally and must not be stretched. Background colour must be ‘Smooth Cream (R: 254 G: 251 B: 244)
Extreme Landscape When producing extreme landscape versions of the key visual the following rules apply. Logo
When cropping for visual stand-out the logo must sit on top of the sensorial swirl. The Hummingbird can interact with the logo to give a sense of depth.
Increased Sizes
The sizes of the logo, chocolate flavour cues, and headline may be increased for visual stand-out. The increase in size must follow the KV size hierarchy.
Product Space
In cases where glorified product sits in front of the visual, important elements and copy must not occupy this space.
Point of sale headercard Swirl Crop
When used in extreme landscape, more of the sensorial swirl can be cropped at the base to provide a clean background for the headline. The top corners of the visual provide white space.
Call to action
The ‘Shop Now’ gold button on digital media is supplied.
Extreme landscape
LANDSCAPE VISUALS
** APPLIES TO ALL **
Out of store When out of store, the visuals used must incorporate the pack-shots for consumers to easily recognise and find the product in store. Shown here are guidelines for incorporating the packs as the difference in size from the chocolate pieces will alter the sizing hierarchy. You do not need to use the ‘New Godiva Masterpieces’ copy line if not showing the chocolates or packs or if you are using the copy line ‘Introducing the masterpieces collection’.
Standard landscape with pack-shots In standard landscape cases the pack-shots replace the chocolates centred in the space between the base of the page and the lower gold bar of the headline.
Sensorial Swirl, all elements, logo, headline and chocolates must be scaled proportionally and must not be stretched. Background colour must be ‘Smooth Cream (R: 254 G: 251 B: 244)
Extreme landscape with pack-shots In extreme landscape cases the pack-shots must sit on the right hand side of the visual to retail the visual hierarchy reading from left to right. The elements can be moved to remain visible as shown.
PORTRAIT VISUALS
** APPLIES TO ALL **
Standard Portrait When producing standard portrait versions of the key visual the following rules apply. You do not need to use the ‘New Godiva Masterpieces’ copy line if not showing the chocolates or packs or if you are using the copy line ‘Introducing the masterpieces collection’.
Sensorial Swirl, all elements, logo, headline and chocolates must be scaled proportionally and must not be stretched. Background colour must be ‘Smooth Cream (R: 254 G: 251 B: 244)
Logo
Swirl Crop
When the format allows, the sensorial swirl should touch the logo but the bottom corners are in white space.
The crop of the sensorial swirl strikes a balance between feeling immersed in the swirl and leaving enough visual white space for the logo and chocolate.
Crop Limit
The dashed lines represent the limit of swirl/chocolate crop, the elements must be moved independently.
New Godiva Masterpieces
The ‘Masterpieces’ copy must always be in the centre space between the product and headline gold bars. The ‘Masterpieces’ copy is 65% of the headline copy size.
Chocolate White Space
The white space around the chocolate brings the squares to the foreground. Never crop the chocolate off or too close to the edge.
The sensorial swirl come from the centre of the chocolate, never being shown above or below.
Out Of Store
The out of store copy line sits between the base of the visual and the base of the chocolates. It is the same scale as the headline copy.
PORTRAIT VISUALS
** APPLIES TO ALL ** Sensorial Swirl, all elements, logo, headline and chocolates must be scaled proportionally and must not be stretched. Background colour must be ‘Smooth Cream (R: 254 G: 251 B: 244)
Extreme Portrait When producing extreme portrait versions of the key visual the following rules apply.
Logo
Removing Elements
The logo interacts with sensorial swirl as the brand must feel integral to the campaign.
To focus on the brand the elements beneath the logo have been removed.
Hummingbird & Copy
The Hummingbird leads into the messaging, but should not distract from the legibility of the copy. To solve legibility issues, the hummingbird and elements can be slightly reduced in size.
Copy
When there is a large amount of copy it is best practice to break the lines up into easily digestible phrases, colour and/or size can be utilised.
Moving Elements
Elements can be moved to bring them into the crop.
Element Interaction
To bring a sense of depth and increased movement to the visual elements can appear over text/buttons/gold bars.
Large amount of copy
Extreme portrait crop
PORTRAIT VISUALS
** APPLIES TO ALL **
Out of store When out of store, the visuals used must incorporate the pack-shots for consumers to easily recognise and find the product in store. Shown here are guidelines for incorporating the packs as the difference in size from the chocolate pieces will alter the sizing hierarchy. To avoid duplication of messaging and logo, when using the pack-shots, the standard Godiva logo will be used.
Standard portrait with pack-shots In standard portrait visuals including the pack-shots, the packs must replace the chocolates in the centre of the space between the copy / page base and lower headline gold bar of the headline.
Sensorial Swirl, all elements, logo, headline and chocolates must be scaled proportionally and must not be stretched. Background colour must be ‘Smooth Cream (R: 254 G: 251 B: 244)
Extreme portrait with pack-shots In extreme portrait cases the pack-shots sit in place of the chocolates, below the headline to retain visual hierarchy.
ELEMENTS
** APPLIES TO ALL **
Hierarchy The elements (Hummingbird, flowers, Butterflies, Hazelnuts) must follow the hierarchy set out by the shopper Key Visual: 1. Hummingbird 2. Flowers 3. Butterflies 4. Hazelnuts
Hummingbird
The Hummingbird must interact with the copy but must not reduce legibility.
Flavour cues The chocolate flavour cues must interact with and be supported by the sensorial swirl. The flavour cues may be cropped for visual effect but must not be scaled independently of the cloud.
Sensorial Swirl, all elements, logo, headline and chocolates must be scaled proportionally and must not be stretched. Background colour must be ‘Smooth Cream (R: 254 G: 251 B: 244)
USE OF GOLD Supplied 2D Elements The only gold elements to be used in 2D printed media are the headline gold bars, the gold logo background and the use of gold backgrounds for buttons, these are all supplied. Please refer to the ‘Shopper Visual Guidelines’ section with regards to using these supplied assets.
Supplied gold button To be used where a click-able call to action on digital media.
Supplied Logo
Supplied Headline
To be used when not highlighting the masterpieces range as the hero product.
The headline copy may change depending on the region / touchpoint. The spacing must remain the same. The hummingbird may be reduced and shifted minimally to allow clear legibility.
2D POINT OF SALE
AT SHELF DISPLAY Shelf Stripping The shelf stripping utilises the sensorial swirl to highlight a specific SKU at the heart of the shelf.
AT SHELF DISPLAY Header Card Using a large scale sensorial swirl creates huge impact in store, highlighting Godiva as the most premium, sensorial brand in the aisle.
AT SHELF DISPLAY Aisle Fins - Option A The aisle fins, while disrupting the shopper, give an opportunity to explore the brand in slightly more detail through concise copy.
AT SHELF DISPLAY (LARGE) Irresistible Indulgence Printed touch-points at shelf use the sensorial key visual elements to grab the shopper’s attention and invite them to purchase. Premium market spaces can utilise bespoke print methods such as foiling to bring the gold edging details to life, while the key visual elements could become layered 3D pop-out details.
AT SHELF DISPLAY (SMALL) Irresistible Indulgence Shorter shelf strips and a portrait style key visual can be used when there is less available space at shelf. Shown here are examples of these additional touch-points.
AT SHELF DISPLAY Shelf Frame The shelf frame uses the sensorial swirl to draw the consumers attention towards the displayed product. The visual hierarchy is consistent with other printed media reading from left to right. Key visual elements draw the consumers eye towards the messaging headline.
AT SHELF DISPLAY Shelf Barker The shelf barker follows the key visual messaging hierarchy such that it remains effective when used as stand alone point of sale. The size hierarchy has been adapted for the small format.
AT SHELF DISPLAY Shelf Wobbler The shelf wobbler is die-cut for premium stand out on the chocolate shelf. The hummingbird, butterfly and Vanilla flower have be enlarged, to draw the consumers eye towards the wobbler. Elements have been removed and used minimally to not distract from the messaging.
IN-SITU (SAINSBURYS RETAIL) Visual Stand-out Shown here is an example of how the use of campaign media creates stand-out against competitor brands on shelf. The vibrant colours help to frame the Godiva purchase zone, allowing the consumer to easily discover the brand in-store.
IN-SITU (SAINSBURYS RETAIL) Visual Stand-out Shown here is an example of how the use of campaign media creates stand-out against competitor brands on shelf. The vibrant colours help to frame the Godiva purchase zone, allowing the consumer to easily discover the brand in-store.
POINT OF PURCHASE MINI-DISPLAY Purchase Reminder Using the shelf barker, a mini display can be created on a small scale at the checkout. Other at-shelf point of sale could be used to dramatise the product on a larger scale.
WINDOW POSTER Vibrant Disruption Using the key visual large at a window space lets the vibrant colours catch the attention of consumers at the point of entrance. Die cutting the window poster creates a premium finish. When die cutting the hierarchy is changed to allow for the cut.
Die Cut
Not Die Cut
FLOATING CHECKOUT BANNER Remember the moment The floating banner serves as a final reminder for consumers to not miss the moment and experience Godiva. Prompting shoppers at the point of purchase.
PROXIMITY POSTER Vibrant Disruption The proximity poster uses an altered sizing hierarchy to draw the eye to the product and highlight the availability of the product in store.
RETAILER .COM TAKEOVER Prompting Purchase The .com takeover banner uses a slight gradient at the base to draw the eye to the ‘SHOP NOW’ prompt. Using the elements and copy in this effective size hierarchy maximises visual impact.
E-COMMERCE DISPLAY BANNER (IN CATEGORY) Prompting Purchase The in category e-Commerce display banner uses the sensorial messaging to suggest a new alternative to the consumer at the point of purchase. The ingredients and copy sizing have been altered to create maximum visual impact.
E-COMMERCE DISPLAY BANNER (CROSS-CATEGORY) Prompting Purchase The cross-category e-Commerce banner prompts purchase when shopping for similar or affiliated products. The large visual causes visual disruption without being overwhelming with messaging.
MAGAZINE ADVERTORIAL Luxurious discovery The magazine advertorial invites the reader to discover the artistry and luxury behind the Godiva brand and it’s products. The hierarchy of the ad draws the reader in with brand and emotion then providing a clear route to purchase.
RETAILER SOCIAL ACTIVATION Sensory Competition The social activation offers the consumer the chance to win a sensory experience. The assets are used in a more playful way, taking advantage of the mobile format and the expectation of social content to be more engaging.
3D RETAIL RATIONALE
CAMPAIGN BREAKDOWN
EXISTS IN PRINTED MEDIA
CAN EXIST AS PHYSICAL ASSETS
ACTIVATING THE SENSES AT POS Sensorial Delights Every piece of retail furniture from the smallest cardboard units to large permanent experiences must activate the senses through sights, sounds (birds, flowing water etc.), aromas, tastes (sampling) and textures. We can then use the sensorial delights in permanent retail fixtures to create experiential opportunities for customers for consumers to profile themselves and initial conversations about artisanal chocolate.
Sensorial Delights
Sight
Taste
Textures
Aroma / Audio
TRANSLATING BRAND ELEMENTS Luxurious Nature We take the natural elements from the key visual and extrapolate them into storytelling elements which portray the Godiva brand. To do this we can use simple mediums such as papers to bring these elements life in store to glorify, create visually exciting displays and ‘product worlds’. These elements can be used across touch-points - temporary and permanent as well at shelf - elevating the pos to an extraordinary level.
Luxurious Nature
Storytelling elements
Product worlds Product world at shelf
Paper-cut textures
Storytelling
EDUCATING AND EXPLORING THE BRAND Crafted Discovery Using the layout of the POS and product on shelf to create moments of delight for consumers as they discover more about the brand. We can use objects from the chocolatier world as props, hidden information and offers in drawers and exploration points. Every object and every element will tell the story of Godiva.
Crafted Discovery
Crafted displays
Tools to craft a story
Objects to portray the brand
Tools to craft a story
Hidden delights
Crafted displays
Storytelling objects
Storytelling objects
Hidden delights
Crafted displays
RETAIL ARCHITECTURE Contemporary Artisan & Modern Boutique Using elements from the KV and brand world, we can create two visual worlds that comfortably meet in the middle to build one Godiva retail language. Contemporary Artisan uses clean, simple lines from the current brand world to form subtle, seductive spaces from which to shop. The simplicity and lightness of the furniture means the POS remains feminine. Contemporary artisan is a literal extrapolation of brand elements to retail furniture. Modern Boutique uses the brand heritage of artisanal craftsmen to build romantic spaces merging the past and present brand elements. This creates brand equity to showcase luxury in a feminine nature. Luxury Details merge both of these worlds together, using the gold from the product to form gold lines and features. Intricate details of the furniture showcase the luxurious side to Godiva, spoiling consumers with textures and elements not found in everyday POS.
Modern Boutique
Godiva Retail Architecture
Contemporary Artisan
Contemporary Artisan
Brand storytelling
Clean lines / forms
Literal extrapolation
Minimal Godiva stores
Gold details
Modern Boutique
Classic heritage styling
Classic heritage styling
Boutique store - in - store
Remaining modern
Mirrored panelling
Luxury Details
Luxury gifting
Subtle gold details
Subtle gold details
Stacking product
Storytelling objects
Detail fixings
Use of textures with gold details
Storytelling objects
3D POINT OF SALE
MATERIAL FLEXIBILITY
Luxury Market Options
Gold finish metal frames.
Gloss white polycarbinate.
Low-priority Market Options
Printed gold textures on board.
Gold finished structural wood.
Gloss white polycarbinate.
Within low cost markets, high-end, premium design principles must still be adhered to. The gold colour when printed or painted must match the original photographed gold as closely as possible.
PRODUCT GLORIFICATION Subtle Discovery At the smallest permanent point of sale execution, the products are glorified using premium gold frames and subtle details. The sensorial swirl lives as a graphic back panel behind the product, to be switched out when the campaign changes. Textural details could allow an element of discovery, even at a small scale.
PRODUCT GLORIFICATION Subtle Discovery At the smallest permanent point of sale execution, the products are glorified using premium gold frames and subtle details. The sensorial swirl lives as a graphic back panel behind the product, to be switched out when the campaign changes. Textural details could allow an element of discovery, even at a small scale.
MOBILE SAMPLING / GIFTING STAND Premium Impact The largest permanent point of sale execution is where all the elements and devices can be used to gain the attention of consumers. With space for bespoke gifting, shop-able displays and interactive glorification. The sensorial cloud lives as 2D graphic panels which can be updated when the campaign renews. Other campaign elements (butterflies etc.) live as paper 3D elements in glorification spaces.
MOBILE SAMPLING / GIFTING STAND Premium Impact The largest permanent point of sale execution is where all the elements and devices can be used to gain the attention of consumers. With space for bespoke gifting, shop-able displays and interactive glorification. The sensorial cloud lives as 2D graphic panels which can be updated when the campaign renews. Other campaign elements (butterflies etc.) live as paper 3D elements in glorification spaces.
MINI SAMPLING STAND Sensational Sampling A standalone premium stand for sampling. The removable top sampling station has a modular grid layout to highlight different SKUs while the centre remains a space for glorification. Drawers are used to invite people to learn more, storing printed media and presented information. Using modular elements and graphic panelling ensures the unit can be re-used for future campaigns.
MINI SAMPLING STAND Sensational Sampling A standalone premium stand for sampling. The removable top sampling station has a modular grid layout to highlight different SKUs while the centre remains a space for glorification. Drawers are used to invite people to learn more, storing printed media and presented information. Using modular elements and graphic panelling ensures the unit can be re-used for future campaigns.
FREE STANDING DISPLAY UNIT (IN CATEGORY) Mass-Premium Merchandising Using a basic form with additional gold-printed card framework allows for a simplistic, and low cost unit to have a premium aesthetic. The unit uses standalone glorification units to lower unit cost. Using traditional horizontal plannograming with vertical visual breaks to create disruption in retail.
FREE STANDING DISPLAY UNIT (IN CATEGORY) Mass-Premium Merchandising Using a basic form with additional gold-printed card framework allows for a simplistic, and low cost unit to have a premium aesthetic. The unit uses standalone glorification units to lower unit cost. Using traditional horizontal plannograming with vertical visual breaks to create disruption in retail.
FREE STANDING DISPLAY UNIT (CROSS-CATEGORY) Mass-Premium Merchandising Using the same unit, the back panel can be removed to split the product space. This allows for effective cross-category merchandising. The top of the unit can use modular sampling trays or simple glorification dependant on retailer requirement.
GONDOLA END OPTION A (IN CATEGORY) Mass-Premium Merchandising The simplistic form with overlaid gold-printed framework allows for a relatively inexpensive mass-premium gondola end solution. Up-scaled glorifiers or card pop out elements can be used for top shelf glorification, while the side graphic panels can easily be switched out for new campaigns. The drawers allow for additional consumer brand exploration, adding additional premium elements to the point of sale.
GONDOLA END OPTION A (IN CATEGORY) Mass-Premium Merchandising The simplistic form with overlaid gold-printed framework allows for a relatively inexpensive mass-premium gondola end solution. Up-scaled glorifiers or card pop out elements can be used for top shelf glorification, while the side graphic panels can easily be switched out for new campaigns. The drawers allow for additional consumer brand exploration, adding additional premium elements to the point of sale.
GONDOLA END OPTION A (CROSS-CATEGORY) Mass-Premium Merchandising Utilising the centre plannograming space and providing purchase triggers via messaging allows for effective cross category merchandising at the Gondola End.
GONDOLA END OPTION B (IN CATEGORY) Mass-Market Merchandising Using an existing gondola-end shelf bay, this cardboard based gondola end solution removes the complex framework and introduces die cut elements for disruption. The small glorifier units can be utilised to create further disruption on shelf, while the top space remains free for glorification or sampling.
PALLET DISPLAY (PREMIUM) Mass-Market Merchandising The premium pallet display will be delivered flat packed with the roof and wheels included. The roof will be assembled on-site with plastic snap rods at the corners for rigidity. The framed panelling on the sides and front of the pallet display are perforated, to be removed as the stock level decreases.
Flat packed pallet display
Assembled pallet display back
Assembled pallet display front
PALLET DISPLAY (ECONOMY) Mass-Market Merchandising The economy pallet display will be delivered flat packed with the wheels included inside the packaging. The top section is perforated and opens to reveal additional messaging space. The front and side panelling is perforated to be removed as product stock levels reduce.
Flat packed pallet display
Assembled pallet display front
Assembled pallet display back
THANK YOU