Podcast Summary: The Big Impression

Episode: Godiva’s Ahad Afridi on Marketing Chocolate as an Everyday Indulgence

Date: October 29, 2025
Hosts: Damian Fowler & Ilyse Liffreing
Guest: Ahad Afridi, CMO Americas, Pladis (Godiva)

Overview of the Episode

This episode delves into Godiva’s bold rebranding campaign as it approaches its centennial anniversary. Ahad Afridi discusses the repositioning of Godiva to be seen as an everyday premium indulgence rather than a distant luxury, highlighting the launch of the new "Masterpiece" product line and the broader year-long brand reset. The conversation explores campaign strategy, audience targeting, brand heritage, and what it means to remain relevant for the next generation of chocolate lovers.

Key Discussion Points and Insights

1. Godiva’s Centennial Brand Reimagination

• Launch of “Masterpiece”:

  • Introduction of a new product—small, bagged chocolates designed for sharing and self-treat ([00:42], [02:19]).
  • Start of a sequenced campaign leading up to Godiva’s 100th anniversary, featuring refreshed gold and truffle boxes and more gifting options ([02:19], [03:45]).

• Long-term Brand Reset:

  • The campaign isn’t a one-off but marks the first step in reimagining Godiva’s legacy for future relevance ([00:42], [02:19]).
  • Upcoming offerings timed with key holidays (holidays, Valentine’s Day, fall 2026) and beyond ([02:19], [03:49]).

• Quote:

  • “It’s a 100-year reboot because turning 100, you have to celebrate your heritage, but reposition for the future.” — Ahad Afridi [02:19]

2. Redefining Premium vs. Luxury

• Accessible Premium Positioning:

  • Godiva prefers “premium” over “luxury” to make the brand more accessible and adaptable to daily life ([01:34], [08:03]).
  • The goal is to provide high-quality, desirable chocolate for both gifting and everyday enjoyment.

• Quote:

  • “We prefer to call it premium because it makes it more accessible...It’s just great tasting, high quality chocolate that you feel great giving to others and having for yourself as well.” — Afridi [01:34]

3. The Lady Godiva Campaign & Casting Leighton Meester

• Iconic Story, Modern Face:

  • Actress Leighton Meester featured as Lady Godiva, symbolizing courage, individuality, and brand values ([00:20], [05:11]).
  • Meester seen as “multifaceted,” with a relatable and approachable persona well-suited to reach a new audience ([05:11]).
  • Campaign includes cinematic ads, billboards, and extensive social/digital rollout ([04:07]).

• Quote:

  • “Leighton Meester is someone that we respect a lot...She’s a great actor, musician, person who has her own specific identity. And, and we think that’s a great, you know, person to, to partner with.” — Afridi [05:11]

4. Differentiation in a Crowded Market

• Standing Out:

  • Godiva positions itself at “the high end of the premium segment,” focusing on unique product shapes, quality, and taste ([06:05]).
  • Emphasis on accessibility: premium quality that isn’t reserved only for milestones or special occasions ([06:05], [08:03]).

• Quote:

  • “In a category full of square shapes and round shapes, you’ve got Godiva coming in with something totally different.” — Afridi [06:32]

5. Targeting New Audiences and Generational Shift

• Millennials and Gen Z:
  • Intentional outreach to younger consumers who haven’t historically been primary Godiva buyers ([07:22]).
  • Strategies center on contemporary storytelling, broader relevance, and updated brand codes ([07:22], [15:40]).
  • "Chocolate should be accessible every day...is an everyday treat that we all have a right to." — Afridi [08:03]

6. Consumer Insights Driving Strategy

• Everyday Indulgence:

  • Chocolate isn’t just for holidays—a mapped “demand space” finds multiple daily touch points for small indulgences ([09:31]).
  • Emotional benefits such as boosting mood or facilitating social moments are core brand promises ([09:31]).

• Quote:

  • “Chocolate plays a meaningful role in people’s everyday lives. It’s not something that’s only reserved for special occasions once or twice a year.” — Afridi [09:31]

7. Storytelling and Campaign Metrics

• Storytelling’s Dual Role:

  • Balancing captivating storytelling with clear product focus is essential for impact ([12:23]).
  • Early campaign engagement is high, with fans remixing footage of Meester and engaging on social platforms ([10:55]).

• Tracking Success:

  • Key KPIs: Awareness, engagement, sentiment, and commercial impact, with early signs pointing positive ([10:55]).

• Quote:

  • "This isn't Field of Dreams; it's not a build it and they will come...you have to really work hard at creating relevance." — Afridi [18:48]

8. Marketing in Uncertain Times

• Premium, Not Priceless:
  • Economic anxieties make true luxury harder to justify, but Godiva's “premium yet accessible” stance helps it remain attractive ([13:43]).
  • "Godiva…is not a Hermes bag. You don’t have to wait two years to get that. It’s something there that you can have." — Afridi [13:43]

9. Adapting Heritage Brands for Today

• Modernization Amid Fast Change:
  • The challenge: Stay relevant without losing credibility or trust built over a century ([15:40]).
  • Brand “codes” and contemporary contact points are emphasized ([15:40]).

10. Trends & Marketing Philosophy

• "Lots of Littles":

  • Embracing many “bite-sized” brand contacts over sporadic big campaigns has cumulative impact ([16:44], [20:46]).
  • “Studies have shown...the aggregate effect of little bits of exposure on your brand actually deliver more than singular big pieces of visibility.” — Afridi [16:44]

• Marketing Wisdom:

  • “Message delivered does not mean message received.” — Afridi [18:48]

Notable Quotes & Memorable Moments

• “Turning 100, you have to celebrate your heritage, but reposition for the future.” — Afridi [02:19]
• “Chocolate should be accessible every day...an everyday treat that we all have a right to.” — Afridi [08:03]
• “We are trying to get Millennials and Gen Z’s now, which the brand hadn’t really targeted before.” — Afridi [07:22]
• “Message delivered does not mean message received. And I think that applies not just to marketing, applies to change management, leadership...” — Afridi [18:48]
• “Would love to have Lady Godiva as a Marvel superhero movie and have her deliver chocolate to save the world.” [19:53]

Important Segment Timestamps

• Godiva’s Masterpiece Launch/Brand Reset: [00:42]–[03:45]
• Premium vs. Luxury, Accessibility: [01:34], [08:03]
• Leighton Meester/Lady Godiva Campaign: [00:20], [04:07], [05:11]
• Positioning in the Premium Chocolate Space: [06:05]
• Generational Targeting—Millennials & Gen Z: [07:22]
• Consumer Insights & Everyday Indulgence: [09:31]
• Metrics & Early Results: [10:55]
• Storytelling Approach: [12:23]
• Marketing in Uncertain Times: [13:43]
• Adapting to Heritage & Modernity: [15:40]
• "Lots of Littles" Philosophy: [16:44], [20:46]
• Quick-fire Questions (Marketing Obsessions, Admired Brands): [17:19]–[18:48]
• Dream Campaign (Marvel Lady Godiva): [19:53]

Tone & Takeaways

Throughout the conversation, Afridi maintains a thoughtful, optimistic, and slightly playful tone, stressing the importance of mixing tradition with relevance and accessibility. Godiva’s “everyday indulgence” frames chocolate as not just a treat for birthdays and anniversaries, but a permissible joy for all moments—key to sustaining appeal in a changing market.

Closing Thought:
“Lots of littles—those bite-sized brand contacts—make all the difference, just like a little piece of chocolate can change your day.”