Godiva’s Box That Keeps Giving is lighting up the advertising trade press. The campaign is a valuable example of using the product to spur a habit. The habit here is food gifting.
Food Gifting in the U.S. is on track to hit $18B in 2016 according to Packaged Facts, a market research firm. Packaged Facts discovered boxed candy like Godiva makes up 5 of the 18 billion dollars of food gifts. Godiva baked this 5 billion dollar behavior into the product.
How do you bake habit-forming behavior into your products? You can follow my AMP’d approach to get started. AMP is an acronym which stands for using:
- Analytics to uncover a profitable behavior
- Marketing to make the behavior familiar
- Product to turn the behavior into a habit
Godiva’s Box That Keeps Giving is available in only 20 stores right now. To amp things further, Godiva could produce the box at scale. I believe they are considering it.
Props to the folks from McCann New York, the ad agency for Godiva, who made the campaign:
- Sean Bryan, Chief Creative Officer
- Eric Silver, Chief Creative Officer
- Tom Murphy, Chief Creative Officer
- Tali Gumbiner, Copywriter
- Tori Nygren, Copywriter
- Lizzie Wilson, Art Director