Milka is a chocolate brand by Kraft Foods. The intention is to bring back the brand value ‘tenderness’ under the attention of journalist and consumers since after all Milka’s baseline is ‘Dare to be tender’. Can we generate media attention for this message via PR?
Milka has a very interesting asset: an international research report on ‘tenderness’ in Europe. From that report it came forward that any Europeans and also 35% of the Belgians do not dare to be tender because they experience that much stress. Therefore, Milka wants to encourage people to show more tenderness and to share these tender moments with family, friends and colleagues. As a result of this, Global Image organises a press tour where we visit several different lifestyle magazines and newspapers with the message of Milka. The campaign gets a follow up with an extensive press mailing and a press and consumer event. The chocolate brand collaborates with the municipality Kruibeke in order to bring tenderness even more under the attention of people. In Kruibeke a “hugging walk” is organised and a purple “hugging couch” is revealed that will be placed in one of the parks of the municipality. We communicate the campaign via different waves.
Big articles in national newspapers such as Le Soir, Het Laatste Nieuws, Gazet van Antwerpen, De Zondag but also in magazines such as Attitude and Femmes d'Aujourd'hui
An interview on RTBF Radio
35 good quality articles that were published in the period of 4 months