Chapter 17- Advertising and Public Relations

Major Types of Advertising

Institutional Advertising: Since the mid-1990s, interactive marketing has taken on greater importance in the company's direct marketing area. In 1994 Godiva was the first Campbell Soup Company to launch a web site. According to Susan M. Dingwall, head of direct marketing for Godiva, the company hoped the web site would bring in 15 percent of its direct mail business in 1996. The Godiva web site includes online ordering, recipes, a list of new Godiva products, a store locator, and an ongoing soap opera entitled, "Murder and Fine Chocolates." Godiva has maintained an upscale, golden image for its product. The company has created this image through its advertising, packaging, and distribution. Godiva calls its advertising campaign "silhouettes." This campaign has been designed to "reflect a more approachable, warmer, friendly mood," according to Godiva literature. It is intended to project "a Godiva whose premium image is more generically perceived." Godiva advertises its chocolates in "upper tier" magazines including Bon Appetit, Forbes, Food & Wine, Travel & Leisure, and Gourmet.


Product Advertising: Godiva makes premium chocolates in a myriad of flavors, shapes, and assortments. The Godiva catalog lists approximately 40 different products including chocolates, cocoa, coffee, and biscotti. The Godiva signature assortment is its Gold Ballotin, offered in seven sizes. The Ballotin is a gold box embossed with the Godiva logo and wrapped with a gold tie. The word "ballotin" comes from the French diminutive "ballot," which means small package of wares for sale. There are ballotins to mark every occasion including birthdays, weddings, births, and all holidays. Truffles are another famous Godiva assortment.