Designit Godiva Hero

Bringing a heritage brand to millennials

  • Case Developing innovative concepts to reach a new audience
  • Client Godiva
  • Industry Consumer goods
  • Year 2017
  • Capabilities Business Design

    Design Research
    Service Design

As an established heritage brand for Generation Xers, Godiva is working on new ways to increase their reach with millennials across their largest markets, the US and Japan. The global premium chocolate maker partnered with Designit to explore new product and service ideas tailored to this new, younger audience.

Process

Knowing that this new audience has very different needs and expectations from Generation Xers, we set out to uncover millennials’ key drivers. Our New York, Tokyo and London teams worked together to conduct interviews, contextual observation and co-creation workshops across Godiva’s key markets. We found many of the attributes millennials value most – brand authenticity, strong storytelling, and personalization – matched perfectly with Godiva’s heritage and artistry. 

Concept

Together with Godiva category experts and chocolatiers, we explored new product and service ideas from new flavors and packaging, franchises and new spaces, through to delivery and personalization opportunities. The result was twelve refined product and service concepts, aligned with Godiva’s strategy and brand values. By co-creating with the Godiva team, we helped them take full ownership of the concepts, and incorporate them into their own internal innovation pipeline.

Life is hard. Self-treating is a nice part of life, I see it as a kind of self-care. US participant
“It was exciting to gain an understanding of some of the unique traits of the Japanese market: their thrifty millennial generation is constantly seeking out new and thoughtful presents as part of their particular gifting culture.” Jorge Álvarez, Associate Strategic Design Director

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