Godiva DM, Design & Branding, Case study The Box That Keeps Giving, 2 by McCann New York

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The Box That Keeps Giving, 2

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Industry Chocolate
Media Direct marketing, Design & Branding, Case study
Market United States
Agency McCann New York
Chief Creative Officer Sean Bryan, Eric Silver, Tom Murphy
Senior Art Director Lizzie Wilson
Senior Copywriter Tali Gumbiner
Designer Shelby Hipol
Production 1st Ave Machine
Director Becho Lo Bianco, Mariano Bergara
Released August 2016

Awards

Cannes Lions 2017
Direct Strategy: Launch / Re-launch Bronze Lion

Credits & Description

Title: The Box That Keeps Giving
Agency: Mccann New York
Brand: Godiva
Country: USA
Entrant Company: Mccann New York
Advertising Agency: Mccann New York
Pr Agency: M Booth, New York
Production Company: Coeur Noir Specialty Printers, New York / Cultech, Inc., New York
Co-Chief Creative Officer: Sean Bryan (Mccann New York)
Co-Chief Creative Officer: Tom Murphy (Mccann New York)
North American Chief Creative Officer: Eric Silver (Mccann New York)
Chief Production Officer: Nathy Aviram (Mccann New York)
Svp Group Account Director: Olivia Heeren (Mccann New York)
Sr. Art Director: Lizzie Wilson (Mccann New York)
Sr. Copywriter: Tali Gumbiner (Mccann New York)
Svp Group Strategy Director: Julianna Katrancha (Mccann New York)
Co-Design Director: George Katz (Mccann New York)
Co-Design Director: David Mashburn (Mccann New York)
Designer: Shelby Hipol (Mccann New York)
Account Supervisor: Megumi Sasada (Mccann New York)
Project Manager: Leah Kennedy (Mccann New York)
Strategist: James Stevens (Mccann New York)
Partner/Executive Producer: Sam Penfield (1stavemachine)
Executive Producer: Peter Repplier (1stavemachine)
Director: Becho Lo Bianco (1stavemachine)
Director: Mariano Bergara (1stavemachine)
Editor: Andrew Aldridge (Craft New York)
Editor: Ilya Katsap (Craft New York)
Senior Producer: Deb Archambault (Mccann New York)
Relevancy:
During Christmas, every chocolate brand tells people to gift their product. But The Box that Keeps Giving was designed to actually facilitate generosity. It wasn't advertising: it was an entirely new product design that asked people to keep half, and give half. Like a Russian nesting doll, every box of chocolates created a chain of generosity by enabling people over and over again to keep some, and give some.
Execution:
To create The Box that Keeps Giving, we combined the elegant aesthetic of Godiva’s iconic gold box, with an entirely new system for giving the chocolates inside. The Box that Keeps Giving utilized the exact same materials as the original Godiva box, only this one held many boxes, perfectly nestled inside. In each box, people found an elegantly crafted card explaining the concept of generosity behind The Box that Keeps Giving and asking them to continue sharing with the #GiveGodiva. The box was available in select stores during the holidays, with the #GiveGodiva serving as a social platform for people to share our message of generosity.
Strategy:
The holidays are all about giving. They bring out the best in us and inspire acts of generosity. But for a lot of us, the act of generosity isn’t always pointed at others. Our research uncovered that 60% of Americans say planning for the holidays is as much about maximizing their own satisfaction as it is for other people’s pleasure. We were surprised to learn this truth extended to giving Godiva chocolate, too, with half of our audience purchasing it for themselves, as well as loved ones. While everyone in the category focused on the joy of giving to others, we realized there was an opportunity to embrace the gifts that give back, too. We bottled this unique blend of generosity in a way that only Godiva could—putting a gold bow on it—and brought the “generous sharing experience” to life for the holidays in a novel way.
Campaign Description:
To create a new giving experience, one that lets people both share and enjoy Godiva chocolates, we transformed Godiva’s iconic gold box into “The Box that Keeps Giving.” The Box that Keeps Giving is the Russian Nesting Dolls of chocolate boxes—one box with many boxes nestled inside. When you open The Box That Keeps Giving, you’ll find one box to keep and another to give. The chain keeps going, with more boxes to give and keep unfolding from the original.Additionally, we created the #GiveGodiva to enable people to share our message of giving and show everyone where each box they gave ended up.
Synopsis:
Visiting the Godiva store used to be a holiday ritual—stop in and grab an iconic gold box of chocolate for someone special—but foot traffic was softening over the years. The Godiva brand was being squeezed out by new “artisanal” brands like MAST on one side of the market, and top competitor, Lindt, entering mass retailers on the other. This holiday season, we had to find a unique space in the overcrowded chocolate industry. But we had no new news to share; we had been selling the same chocolates, in the same locations, with no budget for communications beyond the store windows. So, to stand out this season, we had to reinvent the gifting ritual altogether.
Outcome:
- Social & amp earned stats: - 2.7M+ potential reach - 19.5K+ social actions - 38
597,738 total earned media impressions - 58% increase in stories - 54% increase in impressions - 910K social media impressions (Instagram posts and Twitter) - Nearly 80% of blog click-throughs to GODIVA.com were new customers