Moving forward by reviving the core values of an iconic brand
Milka has been delighting people with its delicate alpine milk chocolate for generations. Now the brand's specific connection with Austria is to be emphasised, the brand essence revitalised and, last but not least, sales increased through lead generation.
Task
Milka wanted to regain its profile. The sharpening and clear positioning of the brand was intended to increase sales figures.
Solution
&US worked with the client to develop an independent positioning for the Austrian market and achieve consistent communication of messages in 360-degree actions.
Result
The brand strategy was a complete success: By returning to the brand’s core values, Milka succeeded in increasing sales figures and market share as well as activating new, young target groups.
The Milka campaign returns to the core of the brand, giving the word ‘tender’ a deeper meaning which runs through the entire communication in different thematic worlds. The message is staged on various channels in a way that is appropriate for the target group.
In addition to Out Of Home (OOH) and guerrilla marketing, online videos with ‘tender’ messages were used. In parallel, we communicated perspectives of ‘tender togetherness’ with influencers and used spokespersons in podcasts.
To celebrate the 120th birthday of the iconic brand, Milka fulfilled the most tender wishes of Austrians as part of this campaign. The starting signal for submitting wishes was a digital wish concert. During the event and afterwards, wishes for friends, colleagues or family could be submitted online.
People voted for the tender wishes on Instagram and, with the support of the community, nine winners were selected. Influencers also pushed the birthday activities. The nine selected wishes were then fulfilled during a big tour of Austria in the summer.
At Milka, the Christmas season is all about togetherness. Year after year, the chocolate brand uses social media to call for influencers to build chocolate houses. Over the past few years, numerous Austrians have made their way through Advent with Milka and shared their creations on Instagram under #MilkaSchokohaus.
Nina Mahnik
Marketing Manager Mondelez Austria
