Milka takes Chinese consumers to a VR alpine world

Swiss chocolate brand enters the Chinese market with a VR campaign.

SHANGHAI – Swiss chocolate brand Milka has launched in China with a VR video that brings consumers to Lilaberg, a fictional town set in the idyllic Alpine mountains

The campaign by Wieden+Kennedy Shanghai, launched under Milka’s “Tenderness is inside” platform, leads with the video above, titled Mr Milkman. Lila, the unmistakable lilac cow synonymous with the Milka brand receives a letter in the video from a little girl eager to visit the land where the milk in her favourite chocolate originates. (Viewers in China can find the video on qq.com.)

“For a long time, Milka has been known for their tender Alpine world," said Winson and Wanshi, creative directors of Wieden+Kennedy Shanghai."Now we have the opportunity to take Chinese consumers there and live the Milka world first hand.”

The VR experience will be shown at hypermarkets and pop-up stores in addition to owned and paid media platforms. Milka has also linked up with Alibaba’s Tmall, while Wieden+Kennedy earlier sent “Milka boxes” containing a 3D miniature Milka world, to selected influencers. Click herehere and here to see animated GIFs showing the 'pocket mountain' in action.

A household name in Europe, Milka has been Mondelez International’s first major foray into the chocolate market. “Our aspiration goes beyond building a successful chocolate business in China," said Anya Makarenkova,chocolate category marketing director at Mondelez AEMA. "With Milka, we dream of a more tender world where people feel connected and living from the heart is just as important.”

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Agency Report Card 2024: Initiative

After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.

1 day ago

Global CEO of WPP Media’s Nexus departs

Bidon has been global chief executive at Nexus since April 2022.

1 day ago

Mark Read: 'People are happier when they’re in the ...

WPP’s chief executive spoke at SWSW and touched on hybrid working, the future of the workforce with AI and whether brands will return to X.