• by Erin Everhart , Staff Writer, Yesterday

Before the TikTok Treat Yourself movement started a couple of years ago, indulgence wasn’t exactly a thing we did often. It was saved for special occasions: Promotions, birthdays, anniversaries, buying a house. Actual milestones.

Now, intentional, regular indulgences are the norm to reduce stress, boost mental health, and just spark joy. Who says every celebration has to be champagne worthy? Life is too short to only save indulgences for the big stuff.

For decades, Godiva has been a brand that lived in the gift shop and the milestone moments, but they’ve figured it out. They’re turning 100 this year, and they’re celebrating their centennial leaning into this Treat Yourself mentality.

They’re still very much premium, but now more accessible. More everyday. More for the moments that don't have a bow on them but probably should.

In this week’s Brand Insider, we sat down with CMO Ahad Afridi to hear how they’re honoring a century of history without becoming a nostalgic act, balancing premium with accessibility for all.

Listen to the full episode here.