This whole campaign is about bringing people closer and make this world a more tender place. And chocolate appears to be the ideal tool to fulfil this objective and broadcast the brand signature "Dare to be tender".

To let people experience this promise we decided to test their ability to be tender with each other. So we took out of our chocolate bar the square they care about the most. The best of all. The one they wouldn't share for anything on earth: the last square.

3 million tablets with a missing square were then produced in order to give people the choice: will they jealously claim their last square back OR dare to send it to someone they care about.

A highly powerful insight that has really touched people and lead our PR strategy.

Everyone has positively talked about the campaign on social networks (more than 80000 shares), on the web and on media (more than 500 articles in 30 different countries). People have even contacted the brand to congrats. A phenomenon that doesn't stop as the squares are now being received.

The main missions of the media team were to convey this powerful insight (would you share your last square or not) and lead people instore to discover our special packaging in order to send people on the website to make their choice.

To let people experience the brand’s message “dare to be tender” we decide to use our product itself as the main media of our strategy.

It obviously starts in store with a unique product design that has require almost a year of work to chain the manufacturing process.

At the end, 3 million tablets with a square missing were produced. All of them corresponded to a code allowing the buyer to go on the dedicated website (www.lederniercarre.fr) to make his choice (claiming back or offering it). The website was also adapted on mobile and tablets to maximize the experience.

Our campaign collected results never seen before: 500,000 visits on the website, 2min15 average time spent per visits and more then 95,000 sharings on social networks. Our Communication achieved different goals as for example popularity, with more then 700 articles about Milka’s last square in over 117 countries, potentially reaching 70 million people. We also collected some astonishing business results, with more then 220,000 square sent and €1.3M earned media.