Godiva's Amazing New Chocolate Box Is Truly the Gift That Keeps on Giving
McCann New York Is Behind the Generous Candy Idea
Editor's Pick
What's better than a giant box of chocolates? How about a giant box of chocolates that keeps on giving?
That's the idea behind Godiva's distinctive new offering, which turns the chocolatier's signature gold packaging into candyland's version of a nesting doll. When customers open it, they'll find two different boxes, one which they keep for themselves and another they can pass on to a loved one.
It turns out, however, that the box that gets gifted encloses the same dual packaging -- and so on, and so on -- so receivers can experience the gift of giving too. The idea is illustrated in the charming stop motion video above.
The film and the packaging idea itself were created out of McCann New York. "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!"
The special edition box will be available at 20 key stores across the U.S. for the holidays, where it will be given away by staffers to customers -- adding to the campaign idea of "generosity" -- this time, coming from the brand. The plan is to bring back the idea in the future as an actual product for sale.
Godiva held a launch event for the "giving box" during the Rockefeller Center tree lighting ceremony on November 30.
Credits
- Date
- Dec 08, 2016
- Brand :
- Godiva
- Client :
- Godiva
- Agency :
- McCann-New York
- Head of Marketing and Product Development North America :
- Nagisa Manabe
- Marketing Services Director :
- Cheryl Brooks
- Director, Global Consumer Insights :
- Judith Rubin
- Marketing Manager :
- Samantha Landman
- Manager of Public Relations :
- Christina Roperti
- Visual Merchandising Manager/ Visual Planner :
- Robert Koch
- North American Chief Creative Officer :
- Eric Silver
- Co-Chief Creative Officer :
- Tom Murphy
- Co-Chief Creative Officer :
- Sean Bryan
- Senior Art Director :
- Lizzie Wilson
- Senior Copywriter :
- Tali Gumbiner
- Copywriter :
- Tori Nygren
- Chief Production Officer :
- Nathy Aviram
- Senior Integrated Producer :
- Deb Archambault
- Senior Integrated Producer :
- Alexis Mead
- Group Account Director :
- Olivia Heeren
- Account Supervisor :
- Megumi Sasada
- Project Manager :
- Leah Kennedy
- Project Manager :
- Cares Mason
- Chief Strategy Officer, North America :
- Steve Zaroff
- Group Director, Strategy :
- Julianna Katrancha
- Strategist :
- James Stevens
- Co-Director :
- David Mashburn
- Co-Director :
- George Katz
- Senior Designer :
- Ethan Buller
- Designer :
- Shelby Hipol
- Junior Designer :
- Nel Sparkman
- Original Content Producer :
- Sebastian Savino
- Original Content Producer :
- Eric Perini
- Original Content Producer :
- Brett Berman
- Executive Integrated Music Producer :
- Eric David Johnson
- Music Producer :
- Dan Gross
- Music :
- Sam Belkin
- Partner :
- Coeur Noir Specialty Printers
- Partner :
- Cultech, Inc. - Autajon Group
- Production Company :
- 1stAveMachine
- Partner/Executive Producer :
- Sam Penfield
- Executive Producer :
- Peter Repplier
- Director :
- Becho Lo Bianco
- Director :
- Mariano Bergara
- Production Manager :
- Sara Ireland
- Associate Producer :
- Stefanie Carrano
- Director, Photography :
- Robert McKenna
- Post Producer :
- Karen Lawler
- Visual Effects Supervisor :
- John Loughlin
- Flame Artist :
- Bryan Rosenblum
- Flame Artist :
- Matt Monson
- Color :
- RCO
- Colorist :
- Seth Ricart
- Color Producer :
- Sheina Dao
- Account Supervisor :
- Megumi Sasada
- Project Manager :
- Leah Kennedy
- Project Manager :
- Cares Mason
- Chief Strategy Officer, North America :
- Steve Zaroff
- Group Director, Strategy :
- Julianna Katrancha
- Strategist :
- James Stevens
- Co-Director :
- David Mashburn
- Co-Director :
- George Katz
- Senior Designer :
- Ethan Buller
- Designer :
- Shelby Hipol
- Junior Designer :
- Nel Sparkman
- Original Content Producer :
- Sebastian Savino
- Original Content Producer :
- Eric Perini
- Original Content Producer :
- Brett Berman
- Executive Integrated Music Producer :
- Eric David Johnson
- Music Producer :
- Dan Gross
- Music :
- Sam Belkin
- Partner :
- Coeur Noir Specialty Printers
- Partner :
- Cultech, Inc. - Autajon Group
- Production Company :
- 1stAveMachine
- Partner/Executive Producer :
- Sam Penfield
- Executive Producer :
- Peter Repplier
- Director :
- Becho Lo Bianco
- Director :
- Mariano Bergara
- Production Manager :
- Sara Ireland
- Associate Producer :
- Stefanie Carrano
- Director, Photography :
- Robert McKenna
- Post Producer :
- Karen Lawler
- Visual Effects Supervisor :
- John Loughlin
- Flame Artist :
- Bryan Rosenblum
- Flame Artist :
- Matt Monson
- Color :
- RCO
- Colorist :
- Seth Ricart
- Color Producer :
- Sheina Dao
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