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Godiva's New Box of Chocolates Will Be Gifted 4 Times, Thanks to Some Clever Packaging


Here's a neat product from Godiva that bakes generosity right into the packaging.

McCann New York worked with the Belgian chocolatier to create "The Box that Keeps Giving." It's a kind of Russian nesting doll style box. 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.

See how it works in this video.

It's delightful when product packaging can somehow embody the spirit of a brand—and perfect for Godiva, for whom gifting is such a huge part of the business. And it's great timing for the holidays, too.

The special-edition product will be available in select Godiva stores across the U.S. this holiday season. There was also a launch event in Rockefeller Center at the tree lighting ceremony on Nov. 30.


Client: Godiva
Nagisa Manabe – Head of Marketing and Product Development North America
Cheryl Brooks - Director Marketing Services at pladis Global
Judith Rubin - Director, Global Consumer Insights
Samantha Landman – Marketing Manager
Christina Roperti – Manager, Pubic Relations
Robert Koch - Visual Merchandising Manager/ Visual Planner

Agency: McCann New York
Eric Silver – North American Chief Creative Officer
Tom Murphy / Sean Bryan – Co Chief Creative Officers, New York
Lizzie Wilson – Senior Art Director
Tali Gumbiner – Senior Copywriter
Tori Nygren – Copywriter
Nathy Aviram – Chief Production Officer
Deb Archambault – Senior Integrated Producer
Alexis Mead – Senior Integrated Producer
Olivia Heeren – Group Account Director
Megumi Sasada – Account Supervisor
Leah Kennedy - Project Manager
Cares Mason – Project Manager
Steve Zaroff – Chief Strategy Officer, North America
Julianna Katrancha – Group Strategy Director
James Stevens – Strategist
David Mashburn- Co Design Director
George Katz – Co Design Director
Ethan Buller - Senior Designer
Shelby Hipol – Designer
Nel Sparkman – Junior Designer
Sebastian Savino - Original Content Producer
Eric Perini - Original Content Producer
Brett Berman - Original Content Producer
Eric David Johnson – Executive Integrated Music Producer
Dan Gross – Music Producer
Sam Belkin – Music Coordinator

Production Company: 1stAveMachine
Partner/Executive Producer: Sam Penfield
Executive Producer: Peter Repplier
Directors: Becho Lo Bianco & Mariano Bergara
Production Manager: Sara Ireland
Associate Producer: Stefanie Carrano
Director Of Photography: Robert McKenna
Post Producer: Karen Lawler
VFX Supervisor: John Loughlin
Flame: Bryan Rosenblum & Matt Monson
Color: RCO
Colorist: Seth Ricart
Color Producer: Sheina Dao

Coeur Noir Specialty Printers
Cultech, Inc. - Autajon Group

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