Animation, Easter Eggs & Leighton Meester Celebrate the Chocolatier’s Centennial

Godiva is marking its 100th anniversary with an animated short film featuring actress Leighton Meester as the first live-action portrayal of Lady Godiva, the brand’s namesake, as part of a broader campaign to revitalize the legacy chocolate maker ahead of its centennial in 2026.

The campaign, titled “Lady Godiva Returns: A Modern Masterpiece is Born,” includes a 60-second cinematic video in which Meester navigates a laser-secured art museum to deposit Godiva chocolates before escaping on a white horse, directly referencing the legend of Lady Godiva. This marks the first time in at least 15 years that Godiva has undertaken a brand reset, according to Marketing Dive.

The effort spans connected TV, out-of-home advertising, billboards, digital platforms, social media and influencer activations, aiming to reconnect the brand with modern audiences while honoring its heritage. Godiva’s CMO revealed the strategy in an interview with Adweek, emphasizing the use of animation, hidden easter eggs, and celebrity storytelling to avoid the typical tropes of vintage photo reels or historical reenactments often seen in brand centenaries.

As part of the reset, Godiva has introduced a new logo that more cleanly integrates the image of Lady Godiva on horseback, modernized packaging, and reformulated select products. The campaign is timed to coincide with binge-watching season, leveraging the renewed popularity of “Gossip Girl” on Netflix, in which Meester starred.

Godiva, owned by Pladis and operating under Godiva Chocolatier, Inc., is using the centennial not only as a celebration of its 100-year history but as a strategic moment to reinvent its image for a new generation. The brand’s approach reflects a shift from nostalgia-driven marketing to experiential, narrative-led storytelling designed to feel fresh while remaining rooted in its legacy.