Baci Perugina, the iconic Italian chocolate brand recognized worldwide as a symbol of love and affection, has launched today in New York Kissing Away the Blues, an initiative seeking to spark positive emotion on the fourth Monday of January, otherwise known as “Blue Monday”. According to millennials, Blue Monday (falling on January 22, 2018) marks the saddest day of the year. Reality starts to set back in as holidays are over, the weather is less than ideal and a whole work week lies ahead.

To spread some love and cheer up New Yorkers today, Baci Perugina representatives will be in Manhattan – in Herald Square, Flatiron Square and Eataly Downtown – handing out Baci chocolates to everyone who takes a moment to write a positive message on large, Kissing Away the Blues message boards.