The Macao brand was in the background of the category of premium ice creams.
Tempting with novelty
Limited editions break monotony and activate customers. They tempt with novelty, they surprise, and at the same time they consistently build the brand image, expanding the world of images and associations connected with the brand. They appear seasonally and with holidays and major events. But they also communicate important brand values, e.g. referring to a current advertising campaign. That’s what happened in the case of Milka chocolate, whose limited edition announced a new brand strategy.
Strategy on the shelf
The task was to create lines of three packages of filled Milka chocolate bars, communicating the strategy „Dare to be tender.” The project aimed to support the global campaign under this slogan.
The core idea of the strategy – the courage of expressing emotion and a willingness to share the joy of life with others – was shown using only typographic means. Tasteful large subtitles refer both to the emotions and to the type of filling, creating a kind of color code for the line. At the same time they are high impact and move the packages off the shelves, because this kind of solution is rarely used in the mainstream chocolate category.