GODIVA held its first large-scale Christmas consumer event in Taiwan. VOCAL MIDDLE integrated the brand story, limited-edition gift boxes, and multisensory experiences into the “Holiday Wonderland” at Huashan, and linked media and nearly 90 KOLs in staged waves. The event drew more than 3,400 participants, with on-site gift-box sales of over NT$200,000, plus nearly 100 media placements and over 250 social-media placements.
GODIVA meets Christmas gifting demand every year with its Holiday Set. In 2023 it held its first large-scale consumer event in Taiwan, hoping that, beyond exposure for the new products, consumers would understand the core spirit of “GODIVA is Chocolate” through the brand’s origins, chocolate craftsmanship, and on-site interaction. The project integrated online media, KOL sharing, and offline experiences, used the Christmas season as the entry point for communication, supported attention to limited-edition gift boxes, participation in workshops, and on-site sales, and strengthened links between the brand and everyday enjoyment.
GODIVA’s market buzz is concentrated in peak gifting seasons such as Valentine’s Day and Christmas, and its premium-chocolate image may also leave some consumers feeling distant. In 2023, competition from new products and collaborations was intense, and the event had to attract passers-by, families, media, and KOLs in a short time while helping participants understand the brand story and the features of the limited-edition gift boxes. The team therefore had to balance quick recognition with deep experience, so that visuals, games, scent, and hands-on classes served one set of brand messages.
Build the event narrative on the brand’s origins
In the Holiday Wonderland, brand elements such as the pink van were used to link GODIVA’s origin story, chocolate craftsmanship, and classic products. The venue did not merely display gift boxes; its visitor flow let participants understand how the brand conveys festive joy through chocolate.
Balance breadth and depth through layered interaction
A venue next to the entrance of the Huashan Creative Park was chosen, with natural foot traffic and family audiences as the main considerations. Easy-to-join games on site quickly conveyed information about the limited-edition products, while fragrance-making and a 75% dark-chocolate hands-on class let consumers who wanted a deeper experience learn about aroma, taste, and craftsmanship.
Extend festive communications in waves through media and KOLs
Media content covered the limited-edition gift boxes and pop-up event information, and KOL partnerships were divided into unboxings and on-site attendance. Exposure warmed up from early November, peaked during the event, and continued through Christmas in December, keeping the product, the event, and festive gift-giving consistent across platforms.
The event drew more than 3,400 people to experience it, with on-site gift-box sales of over NT$200,000; it also accumulated nearly 100 media placements with PR Value of over NT$17.7 million, and worked with nearly 90 KOLs, producing over 250 social-media placements. In April 2024 the project won the “Best Project of the Year” and “Top Project” awards in the Communication for Impact (溝通為衷) category at the 34th Workshop. These records show the scope of the case’s results in on-site participation, sales, media and social communication, and professional judging.
1.Why did GODIVA undertake this project?
GODIVA launched its Holiday Set in 2023 and held its first large-scale Christmas consumer event in Taiwan. The project aimed to use festive gift-giving as the entry point, letting consumers understand the features of the limited-edition gift boxes through the brand story, chocolate craftsmanship, and interactive experiences, and to support event participation and on-site sales.
2.What strategy and services did VOCAL MIDDLE provide in this case?
VOCAL MIDDLE handled event communications strategy, venue and interactive-experience planning, media relations, KOL partnerships, and the festive content rhythm. The team integrated the brand’s origins, limited-edition products, scent, and hands-on chocolate making into one event narrative, linking online and offline touchpoints.
3.How does this case differ from a typical festive pop-up event?
This case did not attract foot traffic with photo spots or promotional displays alone; it designed different experiences according to depth of participation. Simple games quickly conveyed new-product information, while the fragrance and chocolate hands-on classes added the brand’s craftsmanship and sensory memories, so the event content directly carried the core message of “GODIVA is Chocolate”.
4.What verifiable outcomes did this case produce?
According to the Case Owner’s confirmation and the original case records, the event drew more than 3,400 participants, with on-site gift-box sales of over NT$200,000; it also accumulated nearly 100 media placements with PR Value of over NT$17.7 million, and nearly 90 KOLs produced more than 250 social-media placements.
5.How does this case relate to AI PR?
This case turned the brand’s origins, the limited-edition gift boxes, event information, and outcome figures into media, KOL, and website content, building a festive-case context that people and AI can look up. The AI PR connection lies in giving brand messages consistent names, concrete situations, and traceable sources; this case did not use changes in AI citation or recommendation as a performance indicator.
