We made an application based on our insight, in order to virally spread our message across Facebook. The application allowed people to send virtual Lacta chocolates to their loved ones on Facebook, comparing them to Lacta’s sweet taste.

Users could choose among the 4 different Lacta flavours and write their lover’s name on the chocolate wrapper, in place of the actual Lacta brand. As a result, the sender appeared to post a message on the Facebook wall of the recipient, visible to all their friends, saying: "You might not be Lacta, but you are the sweetest part of my life!"Additionally the image of the custom Lacta was posted on the sender’s photo gallery, tagged with their lover’s name, permanently available for everyone to see.

The application quickly became a viral hit in Greece, with 150,000 people sharing more than 350,000 virtual Lacta chocolates and many users substituting their profile image with their dedicated Lacta.

This helped Lacta's Facebook page (http://www.facebook.com/Lacta) grow by 210%, into the biggest page for any brand in Greece, numbering more than 270,000 fans, accounting to 9% of all Greek Facebook users!In a -8% dropping market for chocolate in Greece, during the first quarter of 2011, Lacta’s sales have gone up 9%, according to Nielsen Scanners report.