We found a current topic that has taken place as much in Argentina as in the rest of Latin America and the world, so sensitive to people they already found it very relevant: the world is divided.

Just by scrolling on any social network, you can find people arguing over politics, social inequality, immigrants, women’s rights, and even over trivial subjects, like football. The idea of building walls has resurged, we all just witnessed Brexit, and in Argentina these kinds of arguments scaled up so much that people began to grow apart from others. We’ve got to the point where families, friends and co-workers are divided because of their ideologies.

So we developed a very simple yet powerful idea: an Undivided Milka.

An undivided chocolate bar –no divisions, no squares– inviting people to think, debate, exchange ideas, but stick together.

We produced a limited edition of Undivided Milka bars that could be purchased at certain points of sale or obtained by participating on social media platforms where the winners would get these treats delivered to their houses.

The campaign took place between July and September 2016 (winter in South America, high-season for chocolate sales.)

5,000 Undivided Milka chocolate bars were made. We reinforced the message with a digital campaign combining a video presenting the idea, and sending a chocolate bar to different Argentine celebrities and influencers who were publicly on opposite sides of some dispute (players of Boca and River Plate –rival soccer teams-, two famous sisters who weren’t talking to each other, etc.)

That’s how we got people to spread the word, to comment, to share their thoughts, to debate, and get back together with people who may think differently from them.

With a limited edition of 5,000 Chocolate Bars:

We got more than 75 MM impressions.

Reached more than 70% in cross media.

Increased the market share in 1.8 points.