Brief Summary
This video describes a creative marketing campaign by a Swiss chocolate brand in 2013. The brand manufactured 10 million chocolate bars with a missing piece and included a code inside each wrapper. Customers could enter the code on the brand's website to either claim the missing piece for themselves or send it to a loved one with a custom message.
- The campaign generated confusion and initial negative reactions due to the missing piece.
- It resulted in over half a million people sending the last piece of chocolate to loved ones with personalized messages.
- The marketing strategy turned a potential product defect into a heartwarming and engaging customer experience.
Creative Chocolate Marketing Campaign
A Swiss chocolate brand launched a unique marketing campaign in 2013 by selling 10 million chocolate bars with one piece missing. Initially, customers were confused and some even considered suing the brand upon discovering the missing piece. However, each chocolate bar contained a note explaining that the missing piece was intentional and part of a special campaign.
The Missing Piece Twist
The note inside the chocolate wrapper revealed that customers could enter a code found on the brand's website. This code provided them with the opportunity to either claim the missing piece for themselves or, more interestingly, send it to a loved one along with a custom message. This interactive element transformed a potential product flaw into an opportunity for personal connection and sharing.
Impact and Results
As a result of this campaign, over half a million people chose to send their last piece of chocolate to their loved ones, accompanied by heartfelt messages. The campaign successfully turned a potentially negative customer experience into a positive and memorable one, fostering brand engagement and emotional connection. The video concludes by prompting viewers to consider who they would send the last piece to.
