Milka’s “The Last Square” Campaign: Scarcity as a Gesture of Tenderness

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When you think of a chocolate bar, what's the most memorable moment? For Milka, it was what wasn’t there. Their bold campaign—“The Last Square”—didn’t just sell chocolate; it sold emotion, generosity, and human connection.

Let’s unpack how this simple yet profound idea became a masterclass in marketing that every startup should study.

The Campaign: Tenderness in an Unexpected Form

The core move was elegant and physical: Milka released millions of chocolate bars with the final square intentionally removed, turning absence into opportunity. Consumers were presented with two options: keep the missing square, or donate it to someone special, accompanied by a personalized message via an online platform.

This clever twist wove the brand's positioning—“Dare to be Tender” (“Osez la tendresse”)—through real human interaction, not just advertising fluff.

Behind the Scenes: Manufacturing and Mechanics

This wasn’t just creative—it was operationally ambitious. Milka and Buzzman spent nearly a year redesigning production to create 10–13 million bars with a missing square across France and Germany.

Every bar came encoded with a unique promo code, connecting the physical product to a digital experience—bridging shelf to screen, craving to connection.Love

Results That Delivered Sweet ROI

The numbers tell the story:

• ~800,000 visits to the campaign microsite

• 500,000+ last squares sent as heartfelt gestures

• €1.3 million in earned media value

• Over 700 media articles across 117 countries, reaching 70 million people

• Sales boost of 33% during the campaign

• Awards: Multiple Cannes Lions (Gold, Silver, Bronze), CLIO Bronze, and more

Milka turned its product into both the medium and the message—generating engagement, emotional resonance, and business impact.

Why This Campaign Resonates (and Works)

1. Scarcity with Purpose
   Removing the last piece elevated it—scarcity wasn’t about fear of missing out, but a prompt for tenderness.

2. Choice Creates Engagement
   Consumers became participants: Who would they share with? What message would they send? These micro-choices deepen connection.

3. Product as Media
   The bar became the campaign. This tangible, experiential marketing cut through advertising clutter.

4. Seamless Physical-Digital Integration
   The code on the bar seamlessly drove to an online platform—powerfully extending the experience beyond the product.

5. Emotional Brand Reinforcement
   “Tenderness” wasn’t just a slogan—it was the lived experience of the campaign, reinforcing Milka’s identity.

What Startups Can Learn

Milka’s “Last Square” offers tactical inspiration even for non-FMCG ventures:

• Design experiences, not just ads
  Let your product or service become the stage for interaction—not just the deliverable.

• Scarcity with empathy
  Make limitations meaningful. Could limiting features or access build value in a way that resonates?

• Link physical touchpoints to digital experiences
  QR codes, packaging, or exclusive events can bridge your product with deeper engagement.

• Focus on emotional triggers
  Tap into empathy, naming, surprise—make people feel something, not just consume something.

• Operational creativity matters
  Successful storytelling often requires operational dedication. If it’s worth doing, make it possible.

Closing Thought

Milka taught us that the sweetest marketing move can be one that leaves something missing—creating space for connection and choice. It’s a reminder that with creativity, even small gestures can resonate deeply.

If a missing square can deliver emotional depth, earned media, and real ROI—imagine what your startup could spark with a similarly bold idea.

Until next time,

— Team Startup Stoic