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.”

Related Articles

Just Published

10 hours ago

Move and win roundup: Week of July 4, 2022

Developments from MullenLowe Singapore, Alley Group in ANZ and VMLY&R Malaysia.

11 hours ago

Covid taught us how to build human-first workplaces

The pandemic accelerated conversations and real action around work-life balance; mental health and wellness; and leadership and culture, says the deputy managing director at Redhill.

11 hours ago

One size does not fit all when selecting China ...

SHANGHAI ZHAN PODCAST: When it comes to selecting China social influencers or KOLs, brands should recognise the unique differences between brand building and performance enhancing KOLs. That’s according to leading China fashion and beauty KOL, Mia Liu.

12 hours ago

Tech MVP 2022: Tomy Chan, Publicis Groupe

MOST VALUABLE PROFESSIONAL: As head of tech for Publicis Groupe, China, Chan has shown strong vision and leadership in product design, development and application to achieve remarkable results.