Godiva launches major star-backed campaign for Masterpiece Collection
Leighton Meester, star of Gossip Girl, becomes Lady Godiva in a new campaign for its Masterpiece series of confectionery. Pic: Godiva
A striking campaign has been launched by premium chocolate brand, Godiva, as it forges a link with US screen star Leighton Meester, who fronts its latest Masterpiece Collection advert, writes Neill Barston.
The star of Gossip Girl has been recruited to portray no less than Lady Godiva for a new cinematic short promoting the renowned series, which comes amid plans to celebrate the centenary for the business.
As the company explained, the new line promises a bold, elegant, and multi-sensorial experience, with each of its luxury chocolate having a slow-melting centre, within a crisp shell.
According to the business, its latest major campaign, titled “Lady Godiva Returns: A Modern Masterpiece is Born’ has centred on a short video directed by Adrian Villagomez.
It reimagines the classic art heist, and in a twist in the tale, instead of swiping a masterpiece, its star restores it to its rightful place, introducing the Masterpiece Collection in a special museum (watch below).
As the brand asserted, it had sought a strong feminine role model for its lead in the ad, and believed that Leighton fitted the bill perfectly, having played her fair share of leading roles during her career to date.
She commented: “Chocolate is one of my favourite simple indulgences, and Godvis transforms those everyday moments into something truly special.
“Portraying the role of Lady Godiva has been such a meaningful way to celebrate that joy and bring the spirit of the brand to life.”
The latest Godiva series includes Decadent Dark Chocolate Ganache, which is filled with a rich and creamy chocolate ganache, delicately coated with a thin, crisp shell of Godiva signature dark chocolate.
There is also a ‘Heavenly Milk Ganache’ coated with a thin cracking shell of its signature milk chocolate, featuring a creamy ganache, as well as a silky smooth caramel offering with Madagascar vanilla.
“For nearly a century, Godiva has set the standard for premium chocolate by uniting artistry and innovation, we’re stepping into our second century with more purpose, passion, and power than ever before,” says Steve Lesnard, President, Godiva.
“With each Masterpiece, we celebrate our rich heritage, while inspiring a new generation of chocolate lovers to embrace this collection as a fine art form,” says Ahad Afridi, CMO Americas, pladis.
Notably, the Masterpiece collection will be available across the US this autumn, stocked at a range of stores, with its 4.1-ounce size, priced at $7.49, will be sold at Walgreens, CVS, Kroger, HEB, Albertsons, Wakefern and Wegmans.
A 7-ounce bag, priced at $15, will be available at Macy’s, Kohl’s, Dillard’s and Godiva.com. A larger 15.1-ounce bag, priced at $14.99, will be sold at Costco and BJ’s.
