GODIVA has announced an upcoming sampling activation in New York City to celebrate its 95th anniversary. The premium chocolate leader will give away 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.

This gesture dates back to the 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.

“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, chief executive officer, 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.”

On June 9, 12 and 13, GODIVA’s pink truck will hit the streets of New York City to hand out samples. The schedule is below:

Wednesday 6/9

  • 9 am-12 pm: 57th Street between 8th and 9th Avenues
  • 2 pm-5 pm: 36th Street between Broadway and 7th Avenue

Saturday 6/12

  • 12-5 pm: Right outside The Met, corner of East 82nd Street and 5th Avenue

Sunday 6/13

  • 12-5 pm: On West Broadway, between Grand Street and Canal Street

Additionally, GODIVA has 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 it throughout the years.