Godiva Diva Marketing Campaign
In 2014, Godiva came out with a GoDiva marketing campaign, emphasizing the “Diva,” in women. The purpose of advertising and marketing is to sell a product. In the case of Godiva, their product is chocolate, so we can assume their goal is to sell that chocolate. Looking at this specific ad from Godiva, we are able to see that chocolate is not the main focus. Godiva chooses to market the chocolate by pairing it with a highly stereotypical and sexualized scene. Photo analysis proves the word choice, the woman’s position, and the placement of the chocolate are “selling sex” and playing on gendered stereotypes. Godiva, marketing their chocolate in this way, loses the idea of selling chocolate in their ad, but instead is selling the idea of desire. They sell the woman in the ad and what the woman are symbolized as. Consumers are not focused on the chocolate, but instead on the woman which Godiva portrays as an object to desire. The ad hints at promising more than chocolate, it hints “promises of intimacy.” (bittersweetnotes)
It’s All in the Eyes
“You can see it in her eyes,” is what the GoDiva ad reads. By looking at the models eyes, you don’t see anything but a woman trying to look fierce and model. She is making direct eye contact with the camera, not even noticing that she has chocolate on her chest. There is no connection in her eyes that would make you think she wants chocolate. By looking directly into the camera, any desire she may have for chocolate is lost because she completely disconnects herself from the chocolate. Also Godiva emphasizes the word “Diva” in their logo, stereotyping women. They play on the stereotype that women act like Diva’s wanting luxurious, expensive, unnecessary goods. Here the gender is linked with class. “The emphasis is on identifying with, or pairing to, high social status through consumption.” (26 Robertson) The boldness of the word “Diva” is specifically targeting a higher class, alluding that this is a luxurious and decadent good. This is a way to “clearly distinguish between brands,” (29) and also limit the scope of their consumers. They make this a very stereotypical ad, using a beautiful white women in elaborate and intricate clothing to target a consumer base of wealthy and higher class customers.
Lingerie or Chocolate
The woman’s positioning in this ad is very sexualized. She looks as if she is in a Victoria Secret photo shoot, and posing as if she were trying to sell lingerie. The woman is laying down, one hand is above her head while the other lightly drapes across her chest. The model also is dressed in fancy, low cut clothing that could easily be mistaken as lingerie. She is the main attraction in this ad, not the Godiva chocolate product. The ad “paired the set of themes […] of selling chocolate, romance and sex.” (bittersweetnotes) The chocolate is strategically placed right by the woman’s chest, on her exposed skin. Again, this chocolate placement is suggesting desire, not for the chocolate, but for the woman. It is a way of “objectifying women as sexual objects to maintain male morale.” (31) With the highly sexualization of this woman, the focus becomes entirely of the woman. The eye contact with the camera, the lying down position, the skimpy clothing, the tussled hair and the smoky eye make up create an ad that sells sex, not chocolate. Continually we are seeing deviation from the focus of chocolate as the main attraction of the ad.
A New Ad
To make an ad that focuses on selling chocolate, the ad must be marketed to a larger and more diverse crowd. By using this model and emphasizing Diva, the scope of consumers reached is limited, it is made to seem as if it is a product only for high class people. In the ad that we created we took out all the background noise and focused on the product, chocolate. Instead of limiting the consumers and stereotyping people we marketed chocolate as a product for everyone by including the words “Godiva Chocolate. It speaks for itself.” This was a way to push back against the sexualized words in the original ad that alludes to the desire in the woman’s eyes. In this ad, we keep the wording very simple and focused on the chocolate. We do not emphasize any words that would target a specific class or gender of consumers.
Just Godiva Chocolate
In our ad, we also kept the aesthetics very simple. With no risk of sexualizing or stereo typifying the ad, we decided not to include any women or men. We didn’t want to target or exclude a gender or race. The chocolate is simply the chocolate and that is the way we advertised it. The chocolate is not targeted to anyone specifically, instead, we make it a chocolate that is consumed by all and for all to enjoy. In this way we are able to expand the reach of the ad.
The GoDiva “Diva” campaign was a highly sexualized and stereo typified ad campaign that stole the focus from chocolate and moved it onto the woman. By taking the attention off of the selling product, the campaign reached a limited scope of people and lost the true meaning of the purpose of the campaign. Simplifying the ad and focusing on the chocolate allowed the chocolate to be marketed to everyone.
Robertson, Emma. Chocolate, Women and Empire: A Social and Cultural History. Manchester: Manchester University Press, 2009.