So chocolaty-soft, so fluffy-fresh!
Support since 2018 by:
Distribution area of the campaign: Austria, Germany, France, Eastern Europe and Russia
The globally active company TSC, The Chilled Snack Company, based in Wels, specializes in the development, production and marketing of chilled snacks. As a licensee for Mondelēz International, TSC launched the new Milka Schoko Snack, which has brought delicate indulgence to the chilled snack segment since September 2018. REICHLUNDPARTNER accompanied this product launch, starting with the packaging design – and far beyond.
Strategy & Implementation
Milka is a trillion-dollar brand of Mondelēz International and the most popular and best-known chocolate brand in German-speaking countries. Since the fall of 2018, it has entered the refrigerated shelves in Germany, Austria, France, Eastern Europe and Russia in the form of the new Milka Schoko Snack, thus expanding the Milka portfolio away from the chocolate or cookie shelf.
In a first step, the Milka Schoko Snack Launch concept includes the packaging design with 3D product illustrations as well as sales documents such as an elaborately produced presentation box and trade advertising. An extensive 360° launch campaign was planned for the actual launch in fall 2018, including print, online, social media, POS, out-of-home, sampling, and PR measures. REICHLUNDPARTNER Digital also developed its own multi-site website concept. Special attention was paid to a coherent and CD-compliant web design. The international distribution site chocosnack.com takes users to the landing page for their country of origin. There, targeted information on the product, promotions and sales outlets is presented in the local language. A special feature for the country variants Austria, Germany and Russia are the integrated social walls, which reflect the latest Instagram posts about the Milka chocolate snack.
Big promotion tour through Germany
The Milka Schoko Snack is also meeting with great enthusiasm on its major promotional tour through Germany: a purple refrigerator filled with Schoko Snacks surprises passers-by in unusual places and invites them to try the delicate treat for themselves. A must for all Milka fans!
Product of the year 2019
The Milka Schoko Snack not only inspires consumers, but also 196 decision-makers in retail: in a survey conducted by the market Institute, the snack in the dairy products/desserts sector prevails over a large number of submissions and is named Product of the Year 2019. We congratulate our customer TSC!