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 their experiences with this box socially and show everyone where each box they gave ended up.

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.

- Social & amp earned stats:

- 2.7M+ potential reach

- 19.5K+ social actions

- 382,597,738 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