OBJECTIVE: Despite its delicious ingredients, in the UK Milka chocolate was seen as a cheap brand you would only find in Duty Free shops while on holiday. In order to increase sales we needed to dramatically change this perception.
INSIGHT: In the UK people know what they like, and they like what they know – particularly when it comes to chocolate.
ACTION: In order to educate the target audience about Milka chocolate we took sampling to a whole new level. We went where we knew we would find them: while shopping, online, and via direct mail. We also invited them to a magical online Milka world where they could discover the secret of Milka’s creamily smooth and meltingly soft taste, download a voucher for free chocolate, and share the experience with friends.
REACTION: In first the 4 weeks more than 70,000 vouchers were downloaded, and after just 12 weeks the site had received over 305,000 visits. Even as the campaign continued the client reported a 900% increase in sales.