Milka "Dare To Be Tender" the sweetest chocolate campaign

For chocolate lovers like me....a very sweet marketing campaign is invading the French and German markets right now...

The swiss Chocolate brand Milka is communicating it's brand message: "Dare To Be Tender" in a very clever and surprising way by removing one square of the chocolate bar. 

Milka, changed the entire manufacturing process to produce 13 million chocolate bars without one little square.

Confused? I explain, Milka together wit the French -based agency Buzzman created a very ambitious marketing campaign where they challenge their consumers to choose what to do with the missing piece. 

The idea is to encourage the consumers to be tender and send the piece to their loved ones or if they don't feel to be nice and sweet they can also choose to claim it back.

How to do it? Each bar's packaging contains a special code printed that can be entered online in Milka's website where consumers can claim back the little piece or choose to donate it to someone with a special message. Isn't it a sweet lovely campaign??

Well if you don't know to whom you want to send it....don't worry I can give you my address...:)