Milka's missing piece masterpiece

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Years ago, Milka, the Swiss chocolate brand, pulled off one of the smartest campaigns I’ve seen. And the best part? It started with what looked like a product defect.

When you buy a chocolate bar, open it and find that a piece is missing. Normally, you would feel cheated or even complain. But Milka turned this reaction into a campaign called “The Last Square”.

They produced millions of bars across France and Germany with one square deliberately left out. The wrapper even had a question mark printed on it to spark curiosity.

Inside, customers found a code with two choices:

• Claim the missing piece for yourself

• Or send it as a gift to someone you love, with a personal message

Suddenly, the missing chocolate wasn’t a flaw. It became a moment of tenderness, perfectly aligned with Milka’s brand message: “Dare to be Tender.”

Now, this wasn’t just a clever idea on paper. It took nearly a year of planning. Milka and their agency redesigned production lines, created a microsite, and made sure the offline and online experience blended seamlessly.

And the results? Outstanding.

• 800,000 visits to the campaign site

• Over half a million missing squares sent as gestures of care

• €1.3 million in earned media

• Sales jumped by 33% during the campaign

• Awards at Cannes Lions, CLIOs, and more

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Luv