Missing Piece of Chocolate Is Medium for Milka's Brand Message

Shortchanging customers, temporarily, makes for fun stunt out of Buzzman, Paris

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French customers of Milka chocolate recently got a disappointing surprise. When they opened their candy bars, they discovered one of the squares was missing. The culprit wasn't a sneaky kid or supermarket mouse but the candy brand itself, which used the clever stunt to communicate its brand message: "Dare to Be Tender."

Milka tapped Buzzman Paris for the "Last Bar" campaign. The effort centered on the notion that the last piece of chocolate is always the best one, so to encourage French consumers to be more "tender," the brand was giving them the opportunity to give that very special morsel to someone they cared about. The wrapper just above that missing piece was printed with a special code, which people could enter online to have the chocolate bite delivered to the loved one of their choice. Or, if they weren't as loving as the brand hoped them to be--they could always send it to themselves.

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Aug 27, 2013
Buzzman Paris
Creative Director:
Georges Mohammed-Chérif
General Manager:
Thomas Granger
Agency Manager:
Julien Levillain
Agency Manager:
Antoine Ferrari
Agency Manager:
Loic Coelho
Miguel Durao
Art Director:
Clement Sechet
Art Director:
Daniel Evans
Strategic Planner:
Renaud Berthe
TV Producer:
Vanessa Barbel
TV Producer:
Elodie Poupeau
TV Producer:
Yoann Morin
Zoe Fisher
Production Company:
Good PH
Digital Producer:
Laurent Marcus
Digital Producer:
Francois Cavallin
Digital Production:
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