It appears Milka is the latest chocolate brand to jump on the band wagon of personalised campaigns with their latest promotion ‘who would you give your last chocolate to?’
Although they have followed the footsteps of the likes of Coca-Cola and Irn-Bru, they have approached the campaign in a completely unique way, by manufacturing chocolate bars with one square missing. Completely revolutionising and changing their manufacturing process to produce this new shape, more than 10 million special bars will be made throughout their newest promotion.
Raining on the parade of the successful Rolo campaign, where the last chocolate is sacrilege; Milka is encouraging consumers to ‘dare to be tender’ where they can send the final piece onto a loved one (or claim it for themselves) using a bespoke microsite. Launched to the French market, this is a real nifty way for consumer interaction and we do wonder if there will be a lot of sharing or self-greed.
Either way, bon appétit!