Tag Archives: Milka

My Milka ‘dare to be tender’ experience

After my last blog post, I couldn’t resist to head out and get a bar of the ‘dare the be tender’ campaign bars.

My Objective: To get a dare to be tender bar to test the campaign

Hurdle 1: My quest quickly evolved into a treasure hunt. After I have hit various large retailers, I still couldn’t find a ‘dare to be tender’ bar. So I went online and wrote to Mondelez (through the campaign microsite’s contact form). Roughly 2 days later, somebody from Mondelez got back to me saying that they do not know distribution details but suggest to talk to a local store manager. Thanks Mondelez for that amazing and very helpful advice!

The Purchase: I finally found a retailer (Real) who had the bars in stock. Only a little queuing up and a 15 minute drive home was holding me off from experience the ‘dare the be tender’ claim of the campaign. So far, it was more a dare to believe experience.

Unboxing Premiere of the dare to be tender bar:

Let the ‘dare to be tender’ experience begin: 
After having enjoyed the first pieces of the bar, I followed the instructions as printed on the packaging. The campaign microsite is nicely done, yet it takes quite a few steps to finally send the last piece off, including an invite join Milka’s community (see the gallery above).
Waiting for the last piece to arrive:
…waiting…waiting…waiting…
So far, so good:
One has to admit, the campaign is quite fantastic. Not only is it fun to eat chocolate, having a bar with one piece missing is quite an eye-catcher. Using the product as the communication medium is nothing short of genius and a very brave move by Mondelez. Brand integration is nicely done throughout the entire experience. I cannot wait for my wife to receive the last piece of my Milka dare to be tender bar…
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Milka out’squares’ the market with smart product centric campaign

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.

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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

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