Milka short-changes shoppers in a fun brand experience


Mondelez-owned chocolate brand Milka has recently got French consumers talking with its witty and innovative sampling campaign dubbed ‘Dare to be Tender’.


When people bought a bar of Milka, they opened it up to find one piece missing.  After the shock of being denied, what the brand claims to be, “the best piece”, they could then claim this errant piece by logging on to a bespoke microsite, which allowed them to send the piece to a loved one.

The campaign has taken a lot of commitment from the brand, with dramatic changes being made to the manufacturing process of Milka bars and a statement that over 10 million special bars will be created during the campaign.

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Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.