Brand demolition: Godiva milk shakes WTF!

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Godiva milk shakes WTF!, originally uploaded by renaissancechambara.

What is it with beverages and brand distruction? On the one hand you have Starbucks trying to convince us that their VIA instant coffee is as good as their brewed and expresso-based coffees. I noticed this as I passed the Godiva shop in Covent Garden this evening. Godiva is a premium chocolate brand originally from Belgium. So why do they have a milk shake like drink which looks like it could be served at any Costa Coffee shop? There is nothing wrong with brand extensions but there is something off for me with the way that the ‘chocolixir’ is presented.