# Celebratory Sampling Trucks GODIVA's Chocolate Truck Recalls an Original Pink Design By Laura McQuarrie | Published 2021-06-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sampling-truck References: [prnewswire](https://www.prnewswire.com/news-releases/godiva-paints-the-town-pink-celebrating-95-sweet-years-of-craftsmanship-and-wonder-with-new-york-sampling-activation-301303144.html) To celebrate its 95th anniversary in a sweet way, [GODIVA](https://www.trendhunter.com/trends/iconic-pink-truck) will be touring New York City with a [sampling truck](https://www.trendhunter.com/trends/branded-mobile-truck) and sharing [premium chocolate samples](https://www.trendhunter.com/trends/godiva-masterpiece-collection). This month, people in the city have the chance to get familiar with the brand's roots. After the Second World War, GODIVA founder Pierre Draps decided to uplift the community by painting delivery trucks pink. During an unprecedented year, the brand will be bringing cheer to NYC streets throughout the month of June. Also in celebration of its milestone anniversary, GODIVA kicked off a global social media activation called '95 Ways To Say.' This activation is all about showing how the brand has created wonder since 1926 and how people have connected with one another and used chocolate to share how they truly feel. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 70% | Activity: 87% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Celebratory Sampling Trucks:** Introducing sampling trucks to distribute complimentary offerings on wheels for various brands. - **Social Media Activations:** Implementing social media activations as part of marketing strategy to increase brand loyalty and awareness. - **Bringing Cheer to Communities:** Implementing strategies to uplift communities by bringing joy, positivity and genuine connections through products or services. ### Where This Applies - **Food and Beverage Industry:** Introducing sampling trucks to promote food and beverages brands and their products. - **Marketing and Advertising Industry:** Improving brand loyalty and awareness by implementing creative social media activations as part of marketing strategy. - **Community Engagement Industry:** Creating innovative strategies and products that uplift communities and bring joy to people's lives. ## Related on Trend Hunter - [Soft-Pink Chocolate-Brand Trucks](https://www.trendhunter.com/trends/iconic-pink-truck.md) - [Heritage-Driven Chocolate Branding](https://www.trendhunter.com/trends/godiva-brand-identity.md) - [Festive Chocolate Campaigns](https://www.trendhunter.com/trends/love-godiva-campaign.md) - [Celebratory Chocolate Brand Campaigns](https://www.trendhunter.com/trends/lindt-sprngli1.md) - [Experiential Chocolate Events](https://www.trendhunter.com/trends/ghirardellis-sampling-event.md) - [Playful Dessert Collaborations](https://www.trendhunter.com/trends/godiva-x-labubu.md) - [Heritage-Honoring Chocolate Products](https://www.trendhunter.com/trends/peters-chocolate.md) - [Exclusive Belgian Chocolates](https://www.trendhunter.com/trends/godiva-heritage-collection.md) - [Super-Premium Chocolate Ice Creams](https://www.trendhunter.com/trends/premium-chocolate-ice-cream.md)