Milka’s latest campaign set in France and Germany “Dare to be tender” exemplifies like no other campaign that it sometimes takes heart and a little bravery to really think outside the box.
With over 10 million chocolate bars missing one square, Milka has put the edge back into the advertising game. The product centric campaign capitalises on its very product feature “tender” by giving consumers the choice to either claim the last square or to have it sent to a friend of their choice. The French agency Buzzman has apparently been working with Milka for roughly one year to setup the campaign, including alterations to Milka’s manufacturing process. The campaign leverages the product in a unique way, not only is the product message-medium but to some part, the message itself. Branding aspects have been neatly integrated, too.
In Germany, Milka has sent over 56.000 chocolate squares and received wide public attention. Social Marketing aspects, such as the crowd-gamified “tender o-meter” complete this campaign and give it incredible leverage.
Screenshot: Microsite Dare to be tender
Screenshot Microsite: Tender-O-Meter