Milka, a leading chocolate brand around the world, has come up with an absolutely excellent marketing campaign for their brand that helps reconnect them with consumers – and consumers with each other.
In a large plaza, a big purple cow statue stood; opposite was a vending machine that held many bars of Milka chocolate. The only way to attain the chocolate was to hold the cow’s outstretched hoof, and touch the vending machine at the same time.
Naturally this wasn’t possible alone, and here’s how Milka got consumers to connect with one another, holding hands and working together to form a connection down to the vending machine.
After each successful try, the cow moved further back, requiring another person to enter the chain. It’s a brilliant strategy, albeit a strange one.
What are your thoughts on Milka’s efforts?