Recipients scanned to read the message and for the first time, they could answer back! Thus users could keep exchanging messages, through the platform. Senders could even stay anonymous and remain secret admirers, all the while being able to exchange messages with the object of their desire. There was no need to download an app. Users could use their browser to visit the unique URL printed on every chocolate, and exchange text messages & photos.

But instead of just producing a demo video, Lacta created an original web-series, in order to inspire users and showcase the app’s functionality.

The 5-part series proved immensely popular with audiences, who were captivated by the love story that began, with a message hidden in a chocolate! The videos reached 7 Million total views in a nation of 5 Million internet users. Lacta Messages usage increased by 179% during the weeks the episodes were launched and exploded 17 times higher on Valentine’s day.

For many years in Greece, Lacta chocolate wrappers were used to compose handwritten love messages that people exchanged, especially on Valentine’s day. This has been celebrated in the brand’s advertising, establishing Lacta as a symbol to express one’s love. But a recent change to a plastic wrapper, meant that people could not easily write messages on it any more...

By introducing “Lacta Messages” in late 2014, a unique QR code was printed on every Lacta pack, that people could scan with their mobile phone and hide a message, before giving the chocolate to someone they liked.