It’s not very often a single gift can encourage so many acts of giving. But this season, Godiva managed to do just that, with a little creativity.
Think “whimsical Russian nesting doll containers” meets “decadent Belgian confections”. The first recipient appears to get one box of chocolates, but it’s really two boxes, one to keep and the other to give to someone else. The next recipient receives two boxes as well. And the giving continues.
Talk about an ingenious way to create numerous brand impressions all while promoting the spirit of giving! And with gifting being such a huge part of Godiva’s business, “The Box That Keeps Giving” couldn’t be more spot-on. Creativity multiplied.
Source: Adweek 12/8/16