Making a brand line into a customer connection.

To bring its brand promise “Dare for Tenderness” (“Osez la tendresse”) to life, I launched with Milka a large-scale marketing campaign called “The Last Square.” The initiative involved distributing 10 million specially-made chocolate bars in stores—with one square deliberately missing. After all, everyone knows the last piece is always the most cherished.

Milka gave customers the chance to send this missing square to someone special via a dedicated website. To make this possible, the company even modified Mondelez’s production lines to remove a square from each bar.

The campaign was a hit, with the mini-site attracting over 800,000 visits and more than 500,000 squares sent as heartfelt gestures.

The idea was such a hit that other markets such as Poland, Spain and Netherlands adapted the assets for local rollout. As well as picking up 1 Gold Cannes Lions, 1 Silver Cannes Lions, 2 Bronze Cannes Lions, Clio Bronze Awards and regional campaign awards.