W+K Shanghai's VR Film for Milka Gives You a Taste of the Swiss Alps

Milka, the world’s most tender melting chocolate, launches in China with an integrated national campaign positioned under the brand’s global ‘Tenderness is inside’ platform with Wieden+Kennedy Shanghai as the brand agency for overall communications in China.

The campaign - which includes film, digital and social activations, VR executions and an exclusive partnership with Tmall - launches Milka in China for the first time and marks Mondelēz International’s first major foray into China’s chocolate market.

Following the release of 'Lost & Found' by Wieden+Kennedy Amsterdam, Wieden+Kennedy Shanghai builds an extended Milka brand world where consumers are invited to immerse themselves in the tender Alpine world, and experience for themselves where the most tender chocolate comes from.

To first introduce Milka’s arrival, Wieden+Kennedy Shanghai quietly seeded out a series of Milka boxes to selected influencers and gets each of them to film their own unboxing videos on social media, titled 'The First Peek'. When they peek into the box, they will be greeted by a specially crafted, one-of-a-kind miniature Milka world. Each miniature is printed using 3D Print Technology and includes three key features:

1. Turn the snowcap to hear a gentle moo

2. Lift the second snowcap for a pair of Alpenhorn twins

3. Pull out a secret drawer to find Lila and a Milka chocolate bar  

With the popularity of the unboxing series on social media, Wieden+Kennedy Shanghai takes a step further by launching “Mr. Milkman” - a virtual reality (VR) experience that puts consumers right in the middle of the tender Alpine world.

Breaking today, “Mr. Milkman” is set in the same idyllic fictional town of Lilaberg and brings consumer into the MILKA world with a fable of Mr. Milkman receiving a lovely letter addressed to Lila, the cow, at his warm comfy wooden lodge. In the letter, a little girl is curious about Milka’s tender melting chocolate and wishes to visit Lila one day and have Lila tell her all about the chocolate.

Winson and Wanshi, W+K Shanghai Creative Directors, say: “For a long time, Milka has been known for their tender Alpine world. Now we have the opportunity to take Chinese consumers there and live the Milka world first hand.”

Aside from various owned and paid media platforms, this virtual reality (VR) experience will also be introduced in hypermarkets, pop up stores and events across China.

Anya Makarenkova, Chocolate category of Mondelēz AEMA Marketing director, says: “Our aspiration goes beyond building a successful chocolate business in China. With Milka, we dream of a more tender world where people feel connected and living from the heart is just as important. I am very excited because this is just the beginning!”