Even hardened adolescents would find it difficult to ignore the fate of these cute chocolate animals. And how could they resist our 2 TV messages on specialised channels. Inspired by horror films and 'splatter' video games, these ads showed the tragic end of two of the chocolate animals as they were cruelly transformed into chocolate milk. The ads were signed 'Chocolate Milk. It's frighteningly good' and included the website mechantchoco.com

An increase of 17% of the consumption of chocolate milk in Québec. More than 28,000 little chocolate animals were tortured on the web site mechantchoco.com. Mobile squads distributed over 20,000 chocolate milk samples and 80,000 collectible Polaroids that gave kids the chance to win cool stuff on the website.