In 2013, the Swiss chocolate Milka brand did something no one saw coming. They sold 10 million chocolate bars with one piece missing — and at first, customers were furious. Some even considered suing. But hidden inside each wrapper was a small note and a brilliant twist. Every missing piece could be claimed online or sent to someone special with a personal message. Over 500,000 people chose to share their “last piece” with loved ones, turning a marketing stunt into a wave of heartfelt connections. A missing piece that brought people closer. Simple idea. Genius execution.
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