Mondelez opens a mountain chalet for the launch of its new “Milka Choco Brownie”.
For the launch of the new “Milka Choco Brownie”, a product featuring a light texture and tender Milka chocolate, Mondelez and GLOBE Groupe crafted an innovative and immersive brand activation strategy. The goal was to reach two key targets for the product’s success through a comprehensive approach: distributors and consumers.
With this B2B and B2C strategy, we leveraged the brand’s strong storytelling to optimize the advertiser’s investment and stand out from the usual “price” discourse reserved for retailers, providing them with a genuine experience.
To support the product launch, our brand activation experts designed a strategic pop-up store from scratch, set up both in distributor headquarters and shopping malls. This concept, centered around Milka’s “Brownie Moment,” provided an immersive tasting experience in the enchanting world of Lilaberg—a fictional chalet in the heart of the Alps where the extraordinary is part of daily life thanks to Milka’s magic. It was all about evoking the warmth and comfort of Milka chocolates!
The tasting space was organized around the wooden cuckoo clock Lazlo, reminding consumers of the importance of taking time for oneself: a necessary pause to savor a delicious brownie. To create interaction and engagement with consumers, chocolate lovers could capture their Brownie Moment in the Milka photobooth. Instantly transported to the Lilaberg universe, they received a “My Brownie Moment” photo as a souvenir and were encouraged to share it on social media using #milkachocobrownie.
Finally, to extend the activation to the last meter, a scenarized sampling-tasting setup featuring Milka Brownie-themed POS materials (with wooden roof and alpine landscape) was deployed in nearly 450 supermarkets at high-traffic store entrances. With a total of 1.5 million Milka brownies sampled, the activation achieved immediate success, demonstrating its impact on brand awareness, sales, and even social media.
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1,5M
million Milka Brownies tasted
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80%
purchase intent
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98,5%
brand recall
