瑞士巧克力品牌Milka在其兩大主要市場：法國與德國，推出了Dare To Be Tender的行銷競賽活動──Milka切掉了巧克力塊商品的一小角。

由於巧克力的形狀改變，這項行銷活動使Milka必須改變工廠的整個生產過程。每個巧克力塊的包裝中會有一組密碼，消費者上網登錄密碼後，可以選擇取回遺失的巧克力，或將巧克力用電子郵件的方式送給其他人（見圖二）。

這項行銷方式，將該產品塑造為一種媒介和訊息。

Can't spare a square? Swiss Chocolate brand Milka is using 13 million chocolate bars to promote a “Dare To Be Tender” campaign in France and Germany—the brand’s largest markets. But the campaign hopes to give back by taking away—a square of chocolate, that is.

Created by Paris-based ad agency Buzzman, the campaign, which removes one square of chocolate from the traditional Milka bar, required an alteration to the entire manufacturing process. Each bar's packaging contains a special code that can be entered on a microsite where consumers can choose from two options: request the missing square for themselves, or enter a note and address for a recipient who will recieve the "last square" in the mail.

The Mondelez-owned brand will run the campaign—apparently a year in the making—through Feb. 14, 2014, dispensing "tender tips" on the road to Valentine's Day on its social channels and teasing an upcoming "specially tender internet film."

The touching promo makes the product both "the medium and the message," comments Adweek.

摘譯自BrandChannel：

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