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

Keep half, give half

Headshot of Tim Nudd

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

@nudd Tim Nudd is a former creative editor of Adweek.