Besides the traditional Milka’s target (family and kids) the campaign really talked to everyone: from the chocolate lovers to the people who basically wanted to express tenderness to someone they care.

We took the last square from over 10 million Milka Chocolate bars and are giving people the chance to claim their square back or give it to someone else. All people need to do is simply pick up a Milka bar and connect through their smartphone, tablet or computer to visitwww.LeDernierCarre.fr. There, they'll be able to choose what to do with their last square.If they decide to be tender and send their last square to someone they'll be able to accompany it with a tender personalized message.

We are challenging an iconic design that has been around for 111 years by doing something unprecedented: taking a square out of every Milka tablet. An endeavor that took more than one year to research and produce and that implied changing the entire manufacturing process of the Milka chocolate bar. Just so that people could be given the chance to claim their last square back or dare to be tender and send it to someone they care about.

Milka came to us with a big challenge: make the world a more tender place and express its brand promise (“Dare to be tender”).

To answer this brief, we decided to place our internationally loved product, our chocolate, at the heart of our creative proposition and let people experience the brand promise instead of just communicating it.

Our answer was to test French people’s tenderness by depriving them of the best part of their chocolate bar: the last square.

3 million chocolate bars with a square missing have been then produced to give people the choice to claim their last square back or dare to be tender and offer it to someone they care about.

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 achieve 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, as more then 220,000 square sended and 1,3M € earned media.