Mondelez launches Milka in China with ‘tenderness is inside’ platform

Mondelez International has launched the Milka brand in China, introducing the chocolate bar’s global ‘Tenderness is inside’ platform with a campaign by Wieden + Kennedy.

Milka ad

A two-minute film, created by Wieden + Kennedy Amsterdam, featuring a kind-hearted girl who goes to great lengths to find people’s lost property, will air nationally in cinemas and on TV, with online and in-store executions in support.

Next month, W+K Shanghai is to orchestrate an unboxing social media campaign and VR execution to communicate the creaminess of Milka chocolate.

The brand launches on the back of a deal with e-commerce giant Alibaba, where consumers can directly purchase Milka products on the site and watch the ‘Lost & Found’ film on the homepage.

César Melo, president, global chocolate, Mondelēz International, said: “The launch of Milka in China is a significant step in our journey to build a truly Global brand outside of Europe. With 30 years’ experience selling other Mondelēz confectionary and snacks into China and our understanding of the market in general, we’re confident that our first major introduction into China’s chocolate market will be a success and that customers will resonate with the aspirational positioning and tender values of Milka’s Alpine brand world as much as the chocolate itself.”

Created by Wieden+Kennedy Amsterdam, the film will air nationally in cinemas and on TV in 60, 30 and 15-second versions, with online and in-store executions further underpinning Milka’s launch into the market. In October an unboxing social media campaign and VR execution created by W+K Shanghai will specifically communicate Milka’s unique creaminess and bring consumers into the brand world.

The launch comes a few weeks after the head of e-commerce at Mondelez International gave a talk on the rise of e-commerce to sell consumer goods at a conference in Singapore.

Ganesh Kashyap, GM and director of e-commerce for Mondelez International in Asia Pacific, said that smartphone “addiction” was driving the rise of online buying behaviour, and that Chinese millennials were demanding personalisation from brands.


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