Milka Last Square

Client: Milka

Brief: Promote Milka’s new slogan “Dare to be tender” to the French and European market.

Creative: Make the medium the message. We didn’t just deliver a message but made the message a challenge. We took away a square to allow people the chance themselves to dare to be tender

Results: 13 Million bars created without a “last square”. Press coverage on French national TV and thousands of last squares being delivered within the first week.