No, this wasn't a marketing gimmick, instead it was actually a political protest.
Political protesters in South Korea, loaded up more than 700 pounds of the chocolate treats and delivered them via balloon over the border into North Korea where such desserts are banned.
We can't say we'd be upset to see thousands of the snack cakes raining down from the skies. Now if only they included a carton of milk as well.
→ Read more: South Korea Sent 10,000 Choco Pies Over to North Korea in Balloons from Mashable