Launch of the new global brand platform ‘Tenderness is inside’, which (in a huge move for the brand) sees both the Chocolate and Biscuits categories united under one communications platform for the first time ever.
The platform focuses on bringing the brand essence of Milka to life in the form of the idealistic, idyllic hometown, Lilaberg. A fictional place that is the breathtakingly beautiful backdrop to all Tenderness is inside Alpine fables. It’s a world where everyone is as kind as kind can be, air is a little cleaner, the sky a little bluer and where the extraordinary is never unexpected when the magic of Milka is there to bring people together.