Godiva paints The Big Apple pink for 95th birthday bash

By Anthony Myers

- Last updated on GMT

Godiva's famous pink truck is hitting NYC's streets this month. Pic: Godiva
Godiva's famous pink truck is hitting NYC's streets this month. Pic: Godiva

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Premium chocolatier Godiva is set to paint New York City pink with a specially commissioned sampling truck negotiating Manhattan’s streets as part of its 95th birthday celebrations.

Throughout June, the historic Belgian brand will be giving away samples of its famous confections, aiming to raise awareness of its 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 become world-famous as a beloved premium chocolate brand.

Paint it pink

After the Second World Wr, Brussels was in a state of depression, as the country had suffered greatly and lost many citizens. 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 colour 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, the company said.

“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​,” said 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​.”

The brand’s growing presence in US chocolate aisles of supermarkets and drugstores is part of its effort to make its 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.

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