Introducing a darker milk chocolate made with more cocoa and lots of tenderness
To introduce Europeans to Dark Milk – a new milk chocolate containing a higher percentage of cocoa, but with all the usual creamy tenderness of Milka – we leveraged a truth about tenderness and the effect it can sometimes have when we feel it.
In the campaign’s main film we depict the moment this new product was created by a lovestruck worker at a chocolate factory. Overcome with joy, he expresses his feelings for all to see but, in a punch drunk daze, accidentally adds more cocoa to a batch of milk chocolate.
The 60-second film launched a pan-European campaign, which also included 20 and 10-second versions, along with supporting digital and social assets.