The brief to Publicis Machine was to recruit people to SureSlim, a weight-loss program based on a customized health and wellness plan. The solution was chocolate. Or rather, the Chocolate Flyer: a mailing made out of a tablet of 100% pure milk chocolate. This became a discount coupon, but only if you brought it intact to SureSlim. And if you hadn’t been able to resist the temptation to nibble, each remaining square of chocolate was worth a 1% discount.