The Last Square

This new campaign by Milka is spectacular in my opinion. Based on their slogan in France “Dare to be tender” they have removed the last square in 10 million bars of chocolate. From here, there is a code inside that entitles you to either claim it back, or otherwise send it to a loved one with a personal message.

The video explains the idea clearly enough, but it’s such a great idea. A positive message is put around the brand, and also gives out free samples to people. This campaign can help reach new audiences and targets, build positive memories all around Milka chocolate.

So, how would you react to the last piece gone? Claim it back or pass it on? (To me maybe….)