• by Sarah Mahoney , Staff Writer, 6 hours ago

Premium chocolate companies know the holidays are like their Super Bowl. But this year, both Ferrero Rocher and Godiva are using the seasonal spotlight for something bigger, and breaking out of that gilded gift-box box.

Ferrero Rocher is debuting “Raise A Rocher,” a new masterbrand platform built on the idea that every victory — big, small, shared, or solo — deserves a toast. And the company wants Ferrero Rocher to be the thing you lift, no matter what time of year it is.

The first wave of the campaign, of course, is holiday-coded, with cozy lighting, gold sparkles, and the classic praline front and center. But Claudia Cajoli, North America area marketing manager for premium chocolate at Ferrero, tells CPG Insider the bigger intention is to reposition the brand as something that lives beyond December, fueled by an expanding portfolio of products. She says the shift is overdue: “We want to make sure we honor the brand as a power brand, and not just associated with holiday gifting anymore.”

The platform is built on a consumer truth the company believes is broader than the holiday calendar: the realization that while we often acknowledge big events and major milestones, “we forget to celebrate small wins. We miss the chance to honor the moments the way they deserve,” Cajoli says.

While competitors, including Godiva, Lindt and Dove, also use that lane of “I deserve this” private indulgence, Cajoli says Ferrero Rocher is trying to push past that. “Ferrero Rocher stands for premium moments of celebration,” she says. “It’s not about self-indulgence. It’s really elevating the self-indulgence to another level. Thanks to Ferrero Rocher, you honor the moment.”

To support the platform, Ferrero is building a suite of creative that stretches across Christmas, Valentine’s Day, and more everyday occasions, from big family gatherings to smaller wins that still merit recognition. The company worked with Publicis on the campaign, which includes a sweepstakes with Chandon, a new microsite filled with gold-toned hosting ideas, and seasonal gift boxes.

But the stickiest part of the platform is behavioral. Cajoli says Ferrero wants to establish a ritual consumers can adopt naturally. “As you raise a glass of champagne, you can raise a Rocher to celebrate a moment,” she says. “We want this to be an iconic gesture associated with the brand, and we want to own it.”

Ferrero’s not alone in trying to reinterpret holiday chocolate rituals. Godiva launched its own major seasonal splash: “The Most Chocolatey Time of the Year,” a lush, shimmering universe designed to kick off the brand’s centennial. Leighton Meester returns as the spirit of a clothed Lady Godiva, floating through a jewel-box world of ganaches, pralines, and an ornate limited-edition holiday gift box. The campaign, created by Lippe Taylor, is a symbolic reset as Godiva tries to reclaim luxury relevance and modernize a brand built on 1920s glamour.

Both strategies speak to the same reality: Premium chocolate brands are fighting to matter in a category where everyday indulgence and seasonal gifting now overlap, and where younger consumers expect more emotional clarity from brands that want a place in their celebrations.