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.