Milka, the Swiss chocolate brand designed a dispenser where a heartwarming interaction is all it takes to get a treat.

We’ve seen many branded vending machine executions in the past two years that ask passersby to trade Facebook likes for Pepsi, yawn for a cup of coffee, or even take a three-minute break for beer but this new one from Milka, a Swiss-based chocolate company offers yet another angle for the Argentinian market. With the campaign slogan, “Dare To Be Tender,” the company encouraged strangers to have a little tenderness when interacting with one another.

A Milka vending machine was placed in a public space with a branded purple cow statue a few feet away. The vending machine had no slots for coins, so passersby had to figure out how to get access to the machine’s contents. Collaborative thinking and holding hands was the solution as they soon discovered – joining hands with one another to form a “chain of tenderness” between the vending machine and the cow prompted the machine to dispense chocolate bars.

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