Argentina chocolate company, Milka, encouraged the public to try a little tenderness to get free chocolate.
Using the slogan “Dare To Be Tender”, its latest marketing campaign involved a vending machine that was placed a short distance from a Milka cow statue.
The vending machine had no slots for coins, so passers-by had to figure out how to obtain the chocolate.
The answer was in a helping hand, or two, or three… as they soon found out.
By joining hands with one another to form a “chain of tenderness”, sensors on the vending machine and the cow were activated simultaneously, prompting the machine to release bars of chocolate.
After each drop of chocolate, the cow statue would move further away from the machine, so that more hands were needed to connect the sensors.