Billed as the world’s most tender melting chocolate, Milka launches in China with an integrated campaign, “Tenderness is inside,” which includes this two-minute centerpiece film, Lost & Found, directed by Nacho Gayan of Stink for Wieden+Kennedy Amsterdam.
The introduction of Milka marks Mondelez International’s first major foray into China’s chocolate market. Unlike its existing exposure with small imported volumes of Cadbury and Toblerone, the launch sees Mondelēz now produce 12 Milka products in China using milk imported from the Alps, with further special editions planned for holidays.
Via Milka’s exclusive partnership with e-commerce giant Alibaba, people can directly purchase Milka products on the site and watch Lost & Found on the homepage. The film is set in the idyllic fictional town of Lilaberg and brings the tenderness of Milka to China with a fable of a little girl’s plan to save her father’s job–overseeing the lost and found department at the railroad station. With the help of some kind-hearted townsfolk, a honking goose and a Milka chocolate bar, the girl’s success is a universal reminder that a little tenderness can help turn things around.
