Gerda, Moocha, Marisa, Lola and Katja – what may sound like a list of this year’s most popular girl’s names are actually the names of cows. And not just any cows: these are the names of the Milka cows. On the special limited edition packaging of the five flavours Alpine Milk, Whole Hazelnuts, Noisette, Luflée and Cow Pattern, the lilac Milka cow takes a break and lets the real cows shine. In parallel to the release of this unusual chocolate packaging, Milka raised further awareness by means of cooperations with influencers, social media campaigns and widespread campaigns in digital media and TV alongside promotions at the POS.
With the Discover the real Milka cows campaign, Milka lets real cows take centre stage, and not just on the outside of the packaging: when opened, the inside of the packaging reveals information on the respective cow’s life. For example, the packaging for the Whole Hazelnuts flavour reads, “Moocha is a Red Holstein – but in her own mind, she’s a princess.”
Alongside the packaging campaign, the company also offers customers the opportunity to dive even deeper into the Alpine world. Under the heading Next Stop: Urban Alps, the company cooperates with selected hotels in Berlin, Hamburg and Düsseldorf, where customers can book five different rooms with designs inspired by the five cows and their personalities.