Effie Award rain for &US
The growth consultant &US has three Effies to celebrate.
To be able to call an Effie your own, you need more than just a creative idea: it’s about efficiency, effectiveness and the actual impact of a campaign – in short, about sustainable growth. &US was delighted to receive three awards for Milka in the categories Activation, Brand Experience and Food & Beverage at the Effie Awards 2021.
Milka has been delighting people with its smooth chocolate for generations. In order to be optimally equipped for the future and to sharpen its current profile, &US developed a growth strategy from the brand core and repositioned the brand. The chocolate manufacturer went back to the brand core and gave the brand value “Zartheit” a new, deeper meaning, which manifested itself in the new claim “A zarte G’schicht”. This “tender G’schicht” was made tangible in various theme worlds and through different campaigns.
Tender gestures for mom and dad were the focus of the Mother’s and Father’s Day campaign in 2020. Under the motto “Not so easy lately – thank you mom (dad), especially now!” &US developed a campaign for Milka that focused on tenderness in the form of nice gestures, responding to the challenging situation of many parents at pandemic times.
As the year progressed, social distancing became a major issue due to Covid-19. Milka responded to this with a comprehensive pre-Christmas campaign that was strongly focused on closeness. Milka Nikolo & Krampus as the ideal embodiment of a tender thank you formed the core of the communication.
Helmut Kosa, &US Managing Partner:
“We are very pleased that we were able to support Milka in increasing its market share with our strategy of returning to the brand core and the resulting sharpening of the positioning. That we also get three Effies for this is a nice, additional recognition.”