Lacta is the leading chocolate brand in Greece. Its advertising has always been about people in "love", comparing the feeling to Lactas sweet taste. Its slogan translates to "Lacta - The sweetest part of your life". In order to promote Lactas Facebook page, OgilvyOne Athens developed an application that let people change Lactas brand on the pack into the name of their lover. They could then post the custom image on their lovers Facebook wall, declaring to everyone that he or she is the sweetest part of their life.
The application quickly became a viral hit in Greece, with 135.000 people sharing more than 300.000 virtual Lacta chocolates and many users substituting their profile image with their dedicated Lacta. This helped grow Lactas Facebook page (http://www.facebook.com/Lacta) into the biggest for any brand in Greece, numbering today 265.000 fans.