Godiva’s New Packaging: "The Box that Keeps Giving"

What's better than a giant box of chocolates that keeps on giving?

Godiva's new box of chocolates will be gifted 4 times, thanks to a very clever packaging through which you will be able to ‘Keep half and give half’. This special holiday edition chocolate box has a unique and shareable aspect. Designed by McCann New York, each box continues to provide endless chocolate as you finish each section. The packaging idea reminds of Matryoshka dolls, opening each surprise, smaller in size. 

Perfect for the holiday season, this gift truly embodies Godiva's gift giving idea, shareable four times with this clever packaging structure. When you open it, there are two boxes—one to keep, and one to give to someone else as a gift. When the second recipient opens his or her gift, there are two boxes in there, too—one to keep, and one to give. And so on.

"The brief we got from Godiva was to make the brand synonymous with generosity at the holidays," said McCann New York Co-CCO Tom Murphy. "So we created advertising designed to do that. But we thought there was also an opportunity to do something more than ads -- to actually encourage acts of generosity. That's where our team came up with this idea of a box that keeps giving, a really simple way to literally, and physically, inspire people to be generous -- to 'chocolate it forward' if you will. They were inspired by those nesting Russian dolls -- where every doll holds a smaller doll."

Creating a new package design presented some unique production challenges. "Towards the beginning we realized that the actual construction of the box was like the plot of 'Inception,” Mr. Murphy said. "We had art directors on one side of the room making diagrams, and copywriters on the other doing long division. There were also extensive guidelines about food handling -- we are now officially experts in packaging for perishable goods!"

Godiva’s idea is illustrated in this charming stop motion video:

Sources:

http://www.adweek.com/adfreak/godivas-new-box-chocolates-will-be-gifted-four-times-thanks-some-clever-packaging-175014

http://www.thedieline.com/blog/2016/12/9/godivas-new-chocolate-box-includes-a-sharable-packaging-aspect

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