Milka recently encouraged the Argentinian public to try a little tenderness to get free chocolate. Its latest campaign involved a vending machine placed a short distance away from a Milka cow statue. As it lacked coin slots, passers-by had to figure out how to obtain the chocolate. 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 delivery, the cow statue moved further away from the machine, so that more hands were needed to connect the sensors.
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