Milka takes Chinese consumers to a VR alpine world

SHANGHAI – Swiss chocolate brand Milka has launched in China with a VR video that brings consumers to Lilaberg, a fictional town set in the idyllic Alpine mountains

The campaign by Wieden+Kennedy Shanghai, launched under Milka’s “Tenderness is inside” platform, leads with the video above, titled Mr Milkman. Lila, the unmistakable lilac cow synonymous with the Milka brand receives a letter in the video from a little girl eager to visit the land where the milk in her favourite chocolate originates. (Viewers in China can find the video on qq.com.)

“For a long time, Milka has been known for their tender Alpine world," said Winson and Wanshi, creative directors of Wieden+Kennedy Shanghai."Now we have the opportunity to take Chinese consumers there and live the Milka world first hand.”

The VR experience will be shown at hypermarkets and pop-up stores in addition to owned and paid media platforms. Milka has also linked up with Alibaba’s Tmall, while Wieden+Kennedy earlier sent “Milka boxes” containing a 3D miniature Milka world, to selected influencers. Click here, here and here to see animated GIFs showing the 'pocket mountain' in action.

A household name in Europe, Milka has been Mondelez International’s first major foray into the chocolate market. “Our aspiration goes beyond building a successful chocolate business in China," said Anya Makarenkova,chocolate category marketing director at Mondelez AEMA. "With Milka, we dream of a more tender world where people feel connected and living from the heart is just as important.”