The campaign started with the airing of a TV ad, showing an AI robot looking at photos of a young couple in love, projected on a hologram screen. She wonders "what is love?" and how can people fall in love at first sight, without having much data, concluding that she'll probably never know what the taste of love is, since love probably means "to live".

To build anticipation for the film, a teaser campaign was devised, with mock ads on YouTube and Facebook, presenting ELLi, the Artificially Intelligent robot, as if she was real.

Viewers saw personalized ads, showing ELLi knew the type of their device, or the weather conditions at their location. On Facebook, ELLi appeared to know users' gender, age or even their birthday. But even if ELLi knew everything, she still couldn't understand what love is...

Viewers were invited to visit thetasteoflove.gr and help ELLi learn what love is, by submitting a photo that captured love for them. Using real Artificial Intelligence, the system could recognize what was portrayed and using Machine Learning, photos were positioned on a 3D map, letting users dive into ELLi's mind and see what she was learning in real time.

Users visiting thetasteoflove.gr were greeted by ELLi herself, telling them that just by looking at a photo, she can understand if it shows for example a couple holding hands, but she can't understand what love is.

ELLi asked users to upload a picture of theirs, that represented love, so that she could examine it along with everyone else's and start learning what love is. Alternatively, users could write their own definition of what love is using text.

Using Google's Cloud Vision API, an Artificial Intelligence program itself, photos were analyzed and keywords were attached for everything that was portrayed in them. Using Google's Translate API, keywords were translated into Greek using AI.

Then, using Machine Learning algorithm, "data mining K-means", photos were organized in clusters and then using "t-SNE", multidimensional scaling was achieved and photos were placed on a 3D map, that users could interactively examine.

Viewing the connections between thousands of entries, users could discover patterns and common threads about what love is to us all.

By showcasing how Artificial Intelligence would try to understand love, users not only became intrigued with the film, but reflected on what makes us human and what the true taste of love is.

Because of the great buzz created by the campaign, "Lacta" keyword searches on Google increased by +1460% during Valentine's week, reaching a total of 450.000 searches.

The website at thetasteoflove.gr had more than 255.000 visits from 200.000 visitors. More than 10.000 entries were collected.

Viewers that had been exposed to the personalized ads, were 2x more engaged with the ads promoting the film's trailer on YouTube and on Facebook, as well as the film itself.

The world "Lacta" became one of the top-20 keywords being searched on YouTube in Greece. When the film was released on Valentine's Day, it became an instant trending video on YouTube and one of the top-3 most engaging posts for February, on Facebook in Greece.

On YouTube and Facebook combined, the film has more than 2.7M views, in a country of 7M Internet users and Lacta's YouTube channel has become the most popular in Greece in terms of subscribers.

More importantly, during Valentine’s week, Lacta chocolate reached its biggest market share for the last 3 years.

In the branded film by Lacta chocolate, titled "The Taste of Love", a lonely man is living in the future with an AI robot, that after she's updated with "Artificial Emotions", wants to find out what love is...

The teaser campaign asked users to visit thetasteoflove.gr and help the film's robot learn what love is, by submitting a photo that captured love for them.

Using real Artificial Intelligence, the system recognized what was portrayed and using Machine Learning, data was organized on a 3D map, letting users dive into ELLi's mind and see what she was learning in real time.

Users were invited to visit thetasteoflove.gr, and help ELLi learn what love is, by submitting a photo that captured love for them.

Using real Artificial Intelligence, provided by Google, the website was able to recognize what was portrayed in each photo. Data was then organized using Machine Learning, letting users dive into ELLi's mind to see what she was learning in real time. In a 3D interactive environment, users could discover patterns and common threads about what love is to us all.

The website of-course, later became the official website of the movie, presenting its trailer, its synopsis and the film itself, when it was released on Valentine's Day.

Lacta chocolate, has always been a symbol for love in Greece. Years of advertising have established it as the perfect gift to give on Valentine's day. Lately it has become a tradition for Lacta to present each year a new branded film or online series, that are particularly popular with young viewers.

This year, wanting to broaden its reach and appeal to older audiences as well, Lacta wanted to convey how important it is to have love throughout one's life. The message being that “without love, life is tasteless”.

The new feature film that was created, titled "The Taste of Love", told the story of a lonely man, living in the near future with an Artificially Intelligent robot, that predicts and satisfies his every need. Until one day, she's updated with Artificial Emotions and wants to find out what love is, but alas, she cannot eat Lacta...