That's kinda sorta how the folks at Russell Stover would like your Valentine's Day to go. According to this story in Ad Age, sales of higher-priced, more gourmet chocolates have been going up while Russell Stover, the biggest box chocolate seller in the country, has fallen a notch. So they're adding Private Reserve options and fancy flavors to compete.
I've blogged before about upscale fashion labels coming down to the price-point of the masses, ie Viktor & Rolf at H&M or Proenza Schouler at Target. But I don't know if it so easily works the other way. Consumers believe that a brand with a perceived high taste level can take that same aesthetic and apply it to something in their price range. But it'll be a lot harder for Russell Stover to convince people that the chocolates sold at the local drugstore are now fit for a special occasion.