Revamped packaging for the 32-strong Gold Collection, which is part of the gifting category and accounts for 70% of the brand's business, will roll out from 26 January.
The folding cardboard boxes wrapped in paper previously used for these chocolates have been ditched for a more rigid, luxurious container. The signature gold colour has been retained but made two-tone, while more praline, ganache and caramel variants have been added to the selections.
The brand's Lady Godiva logo has also been revamped to be more feminine and minimalist. 'We want to attract more modern, urban consumers,' said the brand's marketing director for Europe, Laurence Koutney.
The logo is used across its range, which includes its Biscuits, Coffee & Cocoa, Truffles and Sugar-Free Collection lines. It is also used on the signage for its six UK stores and two concessions in Selfridges and Harrods.
Godiva has tied up with Magic FM to support the relaunch. Competitions aimed at driving consumers to its outlets will run on the radio station from this week. There will also be 'gold parades' around London.
Sampling and poster ads featuring Belgian supermodel Elise Crombez will run in UK airports from March.
Last August the chocolatier handed its £8m global advertising account to New York agency Sugartown, ending a 28-year relationship with Margeotes Fertitta Powell.
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