Ideal for the holidays, Godiva created a box that keeps on giving. What begins as a large box of chocolate is actually two boxes: one for eating and one for sharing. That box is then divided in half, as is the next shared box, until there's a two-pack of Godiva chocolates left to gift. It's a fantastic idea and would keep me honest, given that my self-control around chocolate is nonexistent. See how the packaging works in the ad, created by McCann NY.