Milka Is Bringing Its Alpine Charms to China With This Whimsical Tale

Launch Includes Alibaba Site Takeover

By Alexandra Jardine. Published on Sep 26, 2016

Editor's Pick

Mondelez-owned chocolate brand Milka is launching in China, with a whimsical new spot set in the same pastel-hued Alpine wonderland it introduced in a European campaign earlier this year.

The brand has teamed up wtih Chinese e-commerce giant Alibaba for the launch, which will include a media takeover of Alibaba's homepage today (Monday Sept. 26). The film will alert site visitors that Milka is now avaliable to buy in China and drive customers to the pages on Alibaba where they can buy the product.

The film itself, created by Wieden & Kennedy Amsterdam and directed by Nacho Gayan at Stink , is set once again in the fictional Alpine town of Lilaberg. The story this time concerns an enterprising little girl who's worried that her father's job at the railway station's Lost and Found office is under threat; she rallies the townspeople to help him out. This heartwarming tale ties in with Milka's "Tenderness Inside" tagline.

The Milka launch is the first foray by Mondelez into the Chinese market for chocolate. It will also include an "unboxing" social media campaign launching in October, in which influencers will unbox a special miniature Milka world, and a virtual reality campaign by W&K Shanghai, that will be rolled out at special events across China taking Chinese consumers into the Alpine world itself.

Chocolate has become big business in China in recent years, with Western brands such as Mars and Hershey building factories and innovation centers, launching big-budget campaigns, buying local chocolate makers and creating retail experiences like Shanghai's M&M's store, which opened in August 2014.

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Sep 26, 2016
Wieden & Kennedy Amsterdam
Executive Creative Director:
Mark Bernath
Executive Creative Director:
Eric Quennoy
Creative Director:
Szymon Rose
Creative Director:
Daniel Schaefer
Art Director:
Henrik Edelbring
Toby Moore
Head of Broadcast Production:
Joe Togneri
Broadcast Producer:
Heidi Baltzer
Broadcast Producer:
Helen Hendry
Creative Planner:
Martin Weigel
Creative Planner:
Nusara Chinnaphasaen
Group Account Director:
Clare Pickens
Account Director:
Will Oakes
Account Director:
Eleanor Thodey
Account Manager:
Elianne Vermeulen
Account Executive:
Kristina Jorgensen
Art Buyer:
Maud Klarenbeek
Studio Artist:
Steele Bonus
Project Manager:
Katie Finn
Business Affairs:
Michael Graves
VP Marketing and Brand Communications:
Phillip Chapman
Global Equity Director:
Karine Chik
Senior Manager Brand Equity:
Philipp Wallisch
Category Director:
Daniel Liu
Marketing Director:
Anya Makarenkova
Production Company:
Nacho Gayan
Director of Photography:
Andre Chemetoff
Toni Moreno
Executive Producer:
Jon Chads
Editing Company:
Whitehouse London
Russell Icke
Assistant Editor:
Gregory Hayes
Audio Post:
Wave London
Sound Designer/Mixer:
Aaron Reynolds
Music Artist:
Valentin Hadjadj
Music Producer:
Emmanuel Deletang
Music Company:
Jean Pierre Arquié
Post Production:
MPC London
Lead Flame:
Dan Lorenzini
Andreas Feix
Andrew Roberts
Rod Norman
Michael Diprose
Ross McCabe
Matte Painting:
Neil Miller
Matte Painting:
Gerard Dunleavy
Jean-Clement Soret
Sophie Hogg
Lydia Evitt

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