Milka – what would you do with your last square of chocolate?

By on Wednesday, August 28, 2013

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Milka challenged French consumers to “dare to be tender” by donating the last square of their chocolate bar.

Packs were sold with a square missing, and the Mondelez International-owned brand invited consumers online to either claim the piece for themselves or donate to a loved one.

By using the product itself as the main media hook, the campaign used the insight that the last chocolate bite is the best one of a chocolate bar. If consumers chose to donate their last piece of chocolate to a loved one, they could write a heartwarming message online to accompany the square of chocolate!

The campaign received a lot of media attention due to the message the marketing was promoting among people and consumers – the act of giving. Furthermore, the campaign received trade and business press coverage as the marketing strategy meant altering the product production process of Milka in the factories.

A really lovely idea that engaged consumers, and despite being a chocolate lover I’d definitely give my last piece to a pal!

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