Milka Campaign Shows 'Tenderness Is Inside'

Milka launched a global brand campaign called "Tenderness is Inside" -- also the first time the company advertised its chocolate and biscuits under the same brand platform. The campaign is running in Central and Eastern Europe and will roll out in additional international markets later in this year. In "The Strongman," we follow an adorable boy on a bus trip to see his favorite sideshow character -- the strongman -- perform for local townspeople. The boy tries to see his hero but is pushed out of the crowded tent. So he tries his luck at a popular carnival game, "Ring the Bell," but the sledgehammer proves too heavy. Dejected, he sits alone until the Strongman comes outside. Strongman is unable to break off a block of Milka chocolate for himself, so he asks the kid to help. The boy easily breaks the chocolate, has his confidence back, and gives the game another swing. "The Biscuit Jar" tells the story of a young girl, shopping for the perfect cookie jar. Each one tries to grab her attention, but only one really speaks to her: the jar that looks exactly like her grandfather. Wieden+Kennedy Amsterdam created the campaign.

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