Contact Information

Herengracht 258-266
Amsterdam 1016 BV
Netherlands
Phone: (+31) 020 7126 500
Email:
Website:

Jeff Kling

Jeff Kling

Executive Creative Director

Phone: (+31) 20 7126 500

Lee Newman

Lee Newman

Managing Director
Keith White

Keith White

Recruitment

Basic Info

Founded in: 1982

Employees: 150

Awards: 287

Creative Work: 1

Clients: 8

Founded in: 1982

Employees: 150

Awards: 287

Creative Work: 1

Clients: 8

Wieden + Kennedy Amsterdam

Herengracht 258-266
Amsterdam 1016 BV
Netherlands
Phone: (+31) 020 7126 500
Email:
Website:
Jeff Kling

Jeff Kling

Executive Creative Director

Phone: (+31) 20 7126 500

Lee Newman

Lee Newman

Managing Director
Keith White

Keith White

Recruitment

Digital activation brings Milka Biscuit jar characters to life

Amsterdam, May 3 2016 – Milka, the world’s most tender melting chocolate, follows the

launch of its new global brand platform - Tenderness Is Inside, with a pan-European

campaign that sees fans literally able to get their hands on Milka’s new biscuit jar characters.

Rolling out from today in more than 20 countries across Europe, a core trailer sets up the

concept, while five further films each introduce one loveable character and their favorite

Milka biscuit; we meet the handsome and fearless mountaineer Anton, the anxiously waiting

Cookie Time clock, glitz and glamour loving Fluffy, wise and sweet Grandpa and the always

hungry Mama Bear. By liking the film of their favorite character on Facebook, fans go into

the draw to win a real-life, limited edition, ceramic biscuit jar – with thousands to be won

across Europe.

Created by Wieden+Kennedy Amsterdam, the digital activation is part of a fully integrated

campaign for Milka Biscuits that launched earlier this month with the release of the Biscuit

Jar, which previewed the five animated characters. The TVC was one of two films that

launched Milka’s first-ever global brand platform - Tenderness Is Inside; a bold move for the

iconic brand that sees communications united both globally and across its chocolate and

biscuit categories.

Charles-Henri Casala, Europe Treat Biscuits Base & Equity Marketing lead, says: “Following

the successful ‘Tenderness Is Inside’ platform launch we are excited to enrich the ‘Lilaberg’

story with our Biscuit Jar characters. Each of our loveable jars is the proud ambassador of a

specific product within our delicious Milka biscuits portfolio, showing our range diversity in a

playful way while increasing resonance across our scaled audiences in digital.”

The six films for the digital activation can be found now on Milka’s European Facebook and

YouTube pages, with fans able to vote for their favorite on Facebook. In addition to the

films, YouTube and Trueview pre-roll and Facebook cinemagraphs will also encourage fans

to vote and be in to win a chance to take home their very own biscuit jar. The overall

integrated campaign also includes out of home and point of sale advertising across Europe.

Daniel Schaefer and Szymon Rose, W+K Amsterdam Creative Directors, say: "Who are the

ultimate experts in biscuits? Biscuit jars obviously! Who knows biscuits better than them? So

we created a bunch of biscuit jars to become the testimonials for our campaign. For example

Anton, our brave mountaineer, who doesn't care that his leg is permanently attached to a

mountain. Or Fluffy, probably the most narcissistic little monster you've ever seen. They're

lovable and sweet, just like the Milka Biscuits they advocate. Perfect ambassadors for

Milka's new brand platform 'Tenderness is inside'.”

The digital campaign rolls out from today across more than 20 countries, including Germany,

France, Poland, Italy and Spain, with over 3,000 Milka Biscuit jars to be won. Dates per

market vary so fans are recommended to check their local Milka Facebook page for more

details. 

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