- Godiva is celebrating its 100th anniversary the launch of a limited-edition Centennial Pralines Collection highlighting some of its products over the year.
- The Pladis band is also launching a new campaign centered on a 2D animated film. The cartoon, from The Line Studio and director Sam Taylor, tells Godiva’s story through its place in consumer’s lives across the decades.
- Narrated by Leighton Meester (Blair from “Gossip Girl”), the spot is running across paid and organic social platforms, including Instagram, Facebook, TikTok and YouTube. The anniversary also includes a partnership with United Airlines, who is also turning 100.
The brand is using the milestone as an opportunity to reflect on its history, while driving its story for the next generation of consumers. The story leans heavily on the brand’s craftsmanship and the emotional connections consumers share with its products.
“Celebrating our Centennial was about using 100 years of heritage to define what’s next for Godiva,” said Ahad Afridi, chief marketing officer of pladis Americas. “The strategy was to honor our legacy while telling our story in a modern way that feels relevant for today’s consumer.”
“By using animation – and becoming the first premium chocolate brand to bring its history to life through a 2D animated film we were able to express a century of craftsmanship and connection in a format that transcends generations. It allowed us to pay homage to our past while expressing it in a way that feels culturally relevant.”
While traditionally, the chocolate has been popular around gift giving moments, the brand is also positioning the chocolate as an everyday indulgence. “This work reinforces that Godiva is premium yet accessible – equally relevant for life’s biggest celebrations and for elevating everyday occasions,” explained Afridi.
Afridi also said that the centennial is designed to live beyond advertising. “From the limited‑edition Centennial Pralines Collection to experiential partnerships with United Airlines, every element was meant to create real moments of delight – making the Centennial something people experience, not just see,” he said. “Our approach to marking a 100-year milestone was by thinking about how a century of craftsmanship, creativity and emotion could inform our future.”
