Initial Situation
The globally active company TSC, The Chilled Snack Company, based in Wels, specializes in the development, production and marketing of chilled snacks. As a licensee for Mondelēz International, TSC launched the new Milka Schoko Snack, which since September 2018 has brought delicate indulgence to the segment of Chilled Snacks. REICHLUNDPARTNER accompanied this product launch, starting with the packaging design – and far beyond.
Strategy
Milka is a trillion-dollar brand from Mondelēz International and the most popular and best-known chocolate brand in German-speaking countries. Since fall 2018 it has hit the refrigerated shelves in Germany, Austria, France, Eastern Europe, and Russia in the form of the new Milka Schoko Snack, thus expanding the Milka portfolio beyond the chocolate and cookie shelves.
Implementation
For the launch of the new Milka chocolate snack, REICHLUNDPARTNER digital agency developed a multi-site website concept. Special attention was paid to a coherent and CD-compliant web design. Via the international distribution site chocosnack.com, users reach the landing page of their respective country. There, targeted information on the product, promotions and sales outlets is presented in the local language. A special feature for the country variants Austria, Germany, and Russia are the integrated social walls, which reflect current Instagram postings about the Milka chocolate snack. Apart from the website a Milka Schoko Snack Launch concept was developed, which included in a first step the packaging design with 3D product illustrations, as well as sales documents such as a lavishly produced presentation box and trade advertising. For the launch in fall 2018, an extensive 360° launch campaign was planned that included print, online, social media, POS, out-of-home, sampling, and PR measures.
Winter promotion with Anna Veith
Together with REICHLUNDPARTNER, TSC launched a sensational winter promotion: You can win a one-week winter vacation with the whole family at the boutique hotel ARX plus a skiing experience with Olympic champion Anna Veith – or 1 of 100 pairs of cuddly Milka gloves. The creative minds of REICHLUNDPARTNER developed the on-pack promotion and an online banner for the promotion.
