Godiva: 95
You usually shouldn’t take candy from a stranger in a van, but grabbing a delicious godiva chocolate from a brand ambassador in a pink truck is totally ok.
To honor GODIVA’s 95th anniversary, we decided to recreate one of the most iconic moments in the brand’s history.
After WWII, GODIVA founder Pierre Draps dispersed pink delivery trucks across the city of Brussels to brighten the day of its depressed residents. And in 2021 as the world grappled with uncertainty after a devastating pandemic, it felt like the right time to do what GODIVA does best—spread joy and wonder through chocolate. So we hopped in our new and improved pink truck and celebrated our birthday with a few of our closest friends (every passerby on the streets of NYC).
GODIVA’s Pink Truck lifted spirits throughout NYC over the course of three days. We posted up in Herald Square, Midtown, SoHo, Flatiron and the Upper East Side, greeting pedestrians as we handed out over 15,000 samples of GODIVA’s CPG products.
To spread awareness about the event, we implemented a content strategy which included teasers, day of reminders, and post event recaps. This resulted in:
3,615 total engagements
156 tagged social posts
2.3MM organic social impressions
We also worked with a photographer and videographer to capture content for media. We created a shot list and provided further direction as the event unfolded. Resulting in:
800M earned media impressions
60 media placements