Documented execution · MilkaPersonalisation & Participatory Packaging
Le Dernier Carré / The Last Square
Buyers choose whether to receive the missing chocolate square or send it to someone else.
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Personalisation & Participatory Packaging
Break Mode
Reference caseAn external reference for study and inspiration, not our portfolio.
A specially designed package becomes a pouch for taking a break from phone connectivity.
BrandKitKat
LocationPanama
DatePublished on 20 April 2026 in a campaign entry submitted by Ogilvy communications.
Agency / partnerOgilvy Colombia; KitKat Panama
How does it work?
The purpose-designed package is opened.
The user puts the phone inside its conductive enclosure and closes it.
The enclosure is presented as a break from connectivity; its performance needs independent testing.
What is it good for?
A pack’s second function can make the brand promise tangible.
Evidence & sources
The reviewed sources supply no sales figure. The promotional copy’s claim of 100% technical effectiveness is not independently verified here.
More about the evidence and execution
Materials and closure need testing; an ordinary chocolate wrapper is not equivalent to the purpose-designed pouch.
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