How time flies! Milka just turned 120-years-old! The chocolate brand is taking the opportunity on this very special anniversary to spread plenty of tenderness. As part of the almost three-week birthday celebration, Milka has started a contest : Chocolate lovers big and small get the chance to submit the wishes they have for others online. The tenderest heartfelt wishes will finally be chosen – and Milka will make a lot of them come true! Because tenderness has always been right at the heart of everything Milka does, and the chocolatier would like to inspire many more people in 2021 to make the world a little more tender with considerate gestures.
The ‘120 Years of Milka’ contest is on from 24 April through 11 May, 2021 : In this time, Milka is calling upon everyone to send in their wishes for a particularly tender gesture. The heartfelt wishes have to benefit a third party – for instance, a friend, a colleague or a family member – and can be submitted via milka.de/zarterwunsch. Following a preliminary selection, the Milka Community itself has the final say : It will vote on the Milka Instagram channel to decide which wishes are the tenderest in its opinion and will be fulfilled by Milka.*
“Today as it was back then : The small, tender gestures in life are the ones that make others happy.”
Ever since it was founded in 1901, tenderness has been at the heart of Milka. The chocolate which melts in the mouth so tenderly has its roots in the Alps and is widely known for its iconic lilac packaging as well as the popular cow by the name of Lila. Milka uses only 100 percent Alpine milk from small farms in the Alpine region and the foothills of the Alps.
With the anniversary contest, Milka continues its commitment to creating plenty of tender moments. With the campaign ‘Because tender tastes better’, Milka is going back to its roots as ‘the tenderest temptation’. Because Milka would like to inspire us all to choose tenderness more often – and by doing so, spread more empathy and compassion.
The campaign was photographed by Dieter Steinbach with styling by Florian OPPITZ C/O MAKING OF.