French customers of Milka chocolate recently got a disappointing surprise. When they opened their candy bars, they discovered one of the squares was missing. The culprit wasn't a sneaky kid or supermarket mouse but the candy brand itself, which used the clever stunt to communicate its brand message: "Dare to Be Tender."
Milka tapped Buzzman Paris for the "Last Bar" campaign. The effort centered on the notion that the last piece of chocolate is always the best one, so to encourage French consumers to be more "tender," the brand was giving them the opportunity to give that very special morsel to someone they cared about. The wrapper just above that missing piece was printed with a special code, which people could enter online to have the chocolate bite delivered to the loved one of their choice. Or, if they weren't as loving as the brand hoped them to be--they could always send it to themselves.