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Break Mode
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Personalisation & Participatory Packaging
Le Dernier Carré / The Last Square
Reference caseAn external reference for study and inspiration, not our portfolio.
Buyers choose whether to receive the missing chocolate square or send it to someone else.
BrandMilka
LocationFrance and Germany
DateThe agency profile gives August 2013 as the first publication.
Agency / partnerBuzzman
How does it work?
A buyer receives a chocolate bar with one square missing.
Online, the buyer chooses who should receive the square.
The missing square becomes a personal gifting experience.
What is it good for?
Turn part of the product experience into a personal message and an act of gifting.
Evidence & sources
Contemporary reporting describes a plan to produce 13 million bars. This is a production quantity, not a sales or participation outcome.
More about the evidence and execution
Changing a brand’s production line is different from building a display; a gift-pack adaptation could retain the idea.
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