MILKA'S IMC CASE STUDY
Milka sells chocolate bars. In times in which people are becoming more and more distant from each other, how did the brand choose to communicate its “Dare to be tender” message? Displays of affection are rarely a priority in the frantic world we are living in, and the digital environment has shifted the way people share and display emotions.
In France, Milka decided to do something daring, in which virtual and physical world come together to convey the brand’s message. Buzzman Paris, Milka’s advertising agency in France, used the concept of Integrated Marketing Communications very well, inviting the consumers to share their last piece of chocolate.
This was done in a clever way, in which the consumer bought a chocolate bar only to find that the most delicious piece (the last one) was missing. Instead of having it, the person could choose to “share” it with a friend, family member or whoever he or she liked.
This is a campaign that greatly explores the concept of integrated marketing communications, bringing together the packaging, the social media promotion, the TV advertising and plenty of free positive publicity.
This was a great example of IMC, but that, as simple as it seems, had to shift Milka’s whole production system. It was also an IMC action that needed a high budget, as there were evidently posting costs for the last piece, as well as all the marketing collateral and personalisation involved in the process. However, the message conveyed does strongly place the brand in the mind of the consumer, as it becomes apparent that Milka will go to great extents to display its affection and tenderness note throughout France.
It also interesting to see that the brand made it possible for the consumer to be highly engaged, as it is ultemately the consumer's choice to send the last piece of chocolate to him or herself or to someone he or she loves and would like to share that moment with.