Now it is possible for chocolate bar lovers to hide their chocolate in plain sight. Publicis Brasil has devised a solution that walks on the wild side – a blend of humour, chocolate passion and tech. Hershey’s and ADT Security Solutions have launched Unstealable Chocolate, a monitoring system that notifies chocolate bar lovers whenever their bars are moved away, alerting them to suspicious activity.

The system uses Bluetooth Low Energy technology, embedded in tags attached to the actual packaging of Hershey’s bars.

When a tag moves beyond a pre-set safety radius, a notification is sent to the user’s smartphone with alerts such as, “Your bar is in danger: looks like you’re not the only Bar Lover nearby”. The app that monitors the tags is compatible with various mobile operating systems.

The Unstealable Chocolate will be available in a limited edition of the brand’s Special Dark line, that includes its premium chocolates. The campaign’s hero film is being supported  with interactive posts and influencer partnerships.

“The idea behind the campaign is to transform the consumer experience in a light-hearted and fun way, showing how much the brand values this community that is not only passionate, but now also protected,” statedLuís Figueiredo, executive creative director at Publicis Brasil.

Gustavo Ushimaru, general manager of ADT Brazil, noted, “This system is unprecedented for this type of product and shows how technology can be applied even in the most unexpected everyday situations.”