Chocolate Brand Milka Unwraps a New Global Identity

21 Sep 2018
Chocolate Brand Milka Unwraps a New Global Identity
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It’s known the world round for its Alpine milk flavor and iconic cow—but to stay competitive on the global stage, Milka is evolving its brand identity in partnership with LPK. Applied across the core range, the redesign includes a refined brandmark with a “splash” of milk to dot the ‘I’—yet another nod to the unique Alpine milk flavor experience.

“For many years, Milka has been associated in consumers’ minds with tender moments and the unique, melting taste of chocolate made with Alpine Milk,” explains Karine Chik, Marketing Director, Chocolate Europe at Mondelēz International. “We’re always working on how to convey that narrative to chocolate lovers in new and innovative ways. This initiative has achieved that and represents the latest chapter in a rich and successful story of growth for the Milka brand.”

Updating its packaging to a matte, almost velvety texture, the new look echoes the product’s top-shelf quality and sharpened focus on natural ingredients. In addition, LPK pivoted the iconic lilac cow toward the mountains on a simplified landscape—strategic moves to better tell Milka’s core product story: “tenderness is inside.”

“LPK has long partnered with Milka on the strategic evolution of its brand on a global scale,” says Amy Steinmetz, VP, Managing Director, of LPK Europe. “This refresh is a defining moment for Milka: it’s forging a more direct connection with the consumer and celebrating the brand’s unique story in a way we’ve never seen.”

The redesigned Milka range is now available on shelves in Europe and plans to roll out globally.

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