Confectionery brand Godiva calls for an end to the Japanese custom of giving ‘obligation chocolates’ to colleagues on Valentine’s Day
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To address the issue, in 2018 Belgian chocolate brand Godiva ran a full-page print ad asking executives to excuse their female staff from buying giri choco. The copy states that chocolates should be bought for loved ones and gifted to express love and affection, not to maintain good office manners.
INSIGHTS / For a chocolate brand to urge people not to buy chocolate, especially at a time when sales increase significantly, is a bold move. However, the Godiva ad is likely to be much more memorable than a standard Valentine’s Day campaign. A number of national and international media picked up the story.