Chocolate brand MILKA knows that the best piece of a chocolate is always the last square of chocolate. In order to spread awareness of the tenderness of its chocolate bars, the brand actually put words into actions.
Upon purchase of the brand's chocolate, the consumer gets a bar with the last piece missing. Not to be disappointed, the customer can choose to have the last cube sent to them, or they can choose to have it sent to someone else, thus sharing the love and demonstrating an act of tenderness on behalf of the brand and its consumers.
This interactive promotional tactic solidifies the MILKA brand as being a caring and tender company and consumers get to enjoy taking part in sending the last square of chocolate to a loved one.