There is always one piece of chocolate that feels a little more special than the rest.
The last one.
You have already finished almost the entire bar, but somehow, that final square feels worth keeping. And if someone asks for it, you probably think twice before giving it away.
Milka noticed this simple habit and turned it into a marketing idea. In 2013, the brand launched “The Last Square” around its promise, “Dare to Be Tender.” Instead of simply telling people to be kind or generous, Milka decided to make them experience it. So, it did something unusual.
Milka started selling chocolate bars with one square missing.The missing piece was actually removed during production. The brand had to modify its manufacturing process to create millions of bars with one less square. But the missing square was not lost.
Customers could visit a dedicated website, enter the code found on their chocolate bar, and 
choose what to do with their missing piece.They could keep it for themselves. Or, they could send it to someone they cared about, along with a personal message.
And that was the real idea behind the campaign. Milka took something people naturally wanted to keep and turned it into a small test of generosity. A piece of chocolate suddenly became a way to say, “I thought of you.”
The campaign worked because the product itself became part of the message. Milka did not just advertise tenderness. It built tenderness into the customer experience. The idea also gave people something to talk about. More than 800,000 people visited the campaign website, while over 500,000 missing squares were sent to others. The campaign also generated around 95,000 social media shares.
What makes The Last Square interesting is how little the idea needed to change. Milka did not create a completely new product. It simply took one small piece away. And that missing piece created a reason to interact, choose, share and connect.
Sometimes, good marketing is not about giving people more. Sometimes, it is about taking something away, and giving people a reason to give it back.
Watch the full campaign here.
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