There's Milka in every drop
How we launched an iconic brand into a brand new category.
BRIEF
We were briefed to support the launch and drive awareness of Milka Chocolate Milk by creating a BTL toolkit.
As the brand is so well known and loved, we needed to ensure that people were aware that the brand was entering a new FMCG category with a product that is simply delicious.
IDEA
Milka is a world famous brand that is loved by its audience and renowned for its chocolate bars. Our task was to ensure that consumers were made aware of the new products and could be confident that the quality of Milka’s chocolate bars was in every bottle and carton of their milks.
Working in a cross agency group with WPP agencies – our role was to take the ATL proposition “Milka to the Last Drop/Enjoyment in every drop” and translate it for the BTL category, developing copy and a product treatment for the launch that would resonate with our shoppers at point of sale and in proximity to retail.
By looking at the product truth that it is made using real Milka chocolate as an ingredient, we created the shopper articulation of the campaign: “Milka in Every Drop”. A reassuring and provocative headline that would entice and reassure customers by leaning on the heritage of the master Milka brand.
We created a suite of product photography that would drive taste appeal - by shooting the products ice cold with condensation in order to deliver a refreshing, irresistible first look of the range.
RESULTS
The campaign launched in Germany & Poland with great success, with other EU markets to follow.