MILKA FORMAL GIFTING IMC PROPOSALBY RELOAD
AGENDAOBJECTIVESTRATEGIC THINKINGCREATIVE IDEAS&MEDIA AMPLIFICATIONROADMAP01020304
OBJECTIVEContribute to the X-mas & CNY salesCONSIDERKNOWBUYBoost Milka’s brand awareness in ChinaBuild Milka as a top-of-mind gifting choice vs. competitors (Ferrero & Dove)
Before getting into our campaignidea,Let us first share some insights about the consumer and Milka.
The cultural tension of Chinese's shyness on expressing true feelings to loved ones CONSUMER INSIGHT
Data source:《中国式情感表达方式报告》Q: Do you think it’s essential to express your true feelings directly to your loved ones?TRUE FEELING EXPRESSION SYNDROME（情感表达尴尬症）29.1%25.3%45.6%71% of young adults believe it’s necessary to express their true feelings directly to their loved ones, but2/3 of them can’t find a comfortable way. Necessary, but I feel embarrassing doing that and can’t find a comfortable way.Not necessary, we both know it without speaking out.Necessary, and I can find proper ways to do it.
But when the young adults really want to express their feelings to their loved ones,guess what’s the most popular way today?
Stickers - the fifth great invention of ChinaThey use stickers to express feelings to their loved ones which they are embarrassed to say face to face.Data source:好奇心日报调查There were some touching moments when I tried to say something emotional to my friends, but I clicked on the stickers almost without thinking and then my friends sent me one back, we laughed to the screen and the moments were gone.——王佳佳，26”“
Some of them choose to unveil their true feelings onlineBecause this form avoids the embarrassment of doing it face to face, which also compromises the effect.Data source:好奇心日报调查
CULTURAL TENSION Most people believe they should express their true feelings towards their loved ones directly but lot’s of them choose to hide or express it indirectlybecause they can’t find a proper way.
PRODUCT BENEFITS
入口即化，融情于心FunctionalBenefitEmotionalBenefit•Show my near and dear ones the feelings in my heart•Create tender moments which I can share with them•Luxurious pralines with alpine milk directly imported from Europe•Creamy hazelnut paste inside offers the smoothness in your mouth with tasty flavor
Chocolate makes eaters feel happydue to the chemicals it containsMILKA’ S UNIQUE ADVANTAGEMilka Luxurious Pralines’ creamy hazelnut paste inside & the instant melt-in-the-mouth texture will double the pleasure that yourloved ones feelNormal chocolate brings happinessMilka doubles your pleasure & happinessx 2
Milka Luxurious Pralines is by nature a perfect agent for enabling your loved ones to literally FEEL how you feel for them by creating tender, double pleasurable experience.MILKA’ S UNIQUE ADVANTAGE
BRAND ROLE年轻人节日里表达情感的神助攻They want to express true feelings directly to loved ones but can’t fin...
