"Milka invites its French customers to make values like togetherness and welfare come alive in the brand's latest campaign called "Dare to be tender"..."
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consumer psychology
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Real-life consumer psychology – with a touch of technology
Curated by
Leona Ungerer
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Milka, a chocolate brand launched a campaign "Dare to be tender" for its French customers in hopes of promoting the message itself. This is done by taking out the last piece of chocolate and inviting the consumer to choose whether he/she would like to save the last piece for themselves or; send it to someone they care about through a personalized message via micro-site. It is relevant to IMC as it gives an opportunity for the consumer to engage in the campaign and furthermore help with the brand's image.