2020 was a difficult year for everyone. But as NYC begins to reopen, GODIVA will spread a little joy, wonder and optimism to New Yorkers in the form of its decadent chocolate. In honor of its 95th anniversary, GODIVA’s pink truck will be making its way around the Big Apple to lift spirits following a difficult and unprecedented year.
This gesture dates to the iconic brand’s early roots in post-WWII Belgium, when founder, Pierre Draps, painted and dispersed pink delivery trucks across the city of Brussels to brighten the days of its residents, who were in a state of depression after the war. The color pink soon became synonymous with spreading happiness and wonder in an otherwise dark and difficult time.
On June 9th, 12th and 13th, GODIVA’s pink truck will hit the streets of NYC (near Herald Square, Midtown West, SoHo, Flatiron and Central Park) to hand out samples of its delicious premium chocolate treats.
GODIVA PAINTS THE TOWN PINK, CELEBRATING 95 SWEET YEARS OF CRAFTSMANSHIP AND WONDER WITH NEW YORK SAMPLING ACTIVATION
Truck Will Pay Homage to GODIVA’s Rich History and Beloved Chocolates
GODIVA, the leader in premium chocolate, announced an upcoming, exciting sampling activation in New York City to celebrate its 95th anniversary. GODIVA will appeal to the sweet tooth of its consumers by giving away delicious premium chocolate samples throughout the month of June. The sampling program aims to raise awareness of GODIVA’s national availability in food, drug, grocery and mass retailers while also paying homage to its history.
Since the brand’s inception in 1926 in Belgium, GODIVA has dominated as a globally beloved premium chocolate brand. To celebrate this tremendous 95th anniversary, GODIVA will deploy a sampling truck for an exciting consumer activation in New York City, nodding to the brand’s roots.
After the Second World War, Brussels was in a state of depression, as the country lost many people and suffered greatly. GODIVA’s founder, Pierre Draps, felt compelled to act in support of his community. In an effort to lift people’s spirits, he had GODIVA’s delivery trucks painted pink, a color that soon became synonymous with spreading happiness and wonder in an otherwise dark and difficult time. Much in the same manner, a pink GODIVA truck will make its way around the Big Apple to sprinkle wonder and optimism to its residents following a difficult and unprecedented year.
“Throughout its history, GODIVA has established its position as the leader in the global chocolate industry, spreading wonder and delight to consumers across the globe, and we couldn’t be more excited to celebrate our 95th anniversary this year by paying homage to our beautiful journey and celebrating the spirit of kindness that’s at the heart of our brand,” says Nurtac Afridi, CEO, GODIVA. “We look forward to continuing to sweeten all occasions, whether that’s a traditional holiday or one of life’s everyday moments, over the next 95 years.”
GODIVA is continuing to prioritize its food drug mass (FDM) portfolio, and the wonder each product delivers, as an ode to its 95 years of quality and craftsmanship. The brand’s growing presence in the chocolate aisles of supermarkets and drugstores is part of its effort to make its beloved products more accessible. GODIVA’s portfolio in those channels include Signature Mini Chocolate Bars, Chocolate Domes, Chocolate Masterpieces and Goldmark Gift Boxes, alongside seasonal items available during the holidays.
Additionally, GODIVA launched a global social media activation tied to the anniversary, titled 95 Ways To Say. The video was designed to take consumers on a journey, showcasing how GODIVA has created wonder since 1926, and how consumers have connected with us throughout the years. From the charming curves to the fabulous fillings, every GODIVA chocolate is worth a thousand words, which is why over the past 95 years people have been using GODIVA chocolates to express how they truly feel. In honor of this momentous anniversary, GODIVA’s global social video activation will show the world 95 Ways to Say.
To learn more about GODIVA’s 95th anniversary celebration and offerings at grocery stores and retailers, please visit GODIVA.com.