Modern societies are often criticized for our detachment from others. While we are more connected to each other than ever before through tools such as social media, emails, cell phones, and text-messages, face-to-face interactions and awareness of what is around us are suffering. One chocolate company is working to help us unite and “Dare to Be Tender” in their new marketing campaign that employs a very purple cow.
Swiss chocolate company Milka introduced a new vending machine in a public area in Argentina that encourages strangers to come together and join hands with one another in order to create a “chain of tenderness” between their chocolate snack machine and a branded purple cow statue. Once enough hands were joined to connect the statue’s hoof to a large button on the machine, free chocolate bars dispensed for all those participating.
As the vending continued throughout the day, the cow statue was moved farther and farther away from the machine, requiring more and more people to join hands. eVending agrees that there are few things more joyous than receiving free chocolate bars and this video created by Milka of this cultural-awareness lesson by a vending machine is very fun to watch.