W+K Amsterdam debuts for Mondelez’ Milka with ‘tenderness is inside’

Mondelez, which is struggling somewhat to sustain aggressive pricing in the chocs market, moved its global business from Crispin Porter’s (also struggling) London office into Wieden+Kennedy Amsterdam last year. At the time it said it wanted to focus on “human emotion and tenderness.” What’s wrong with chocolate?

They aren’t daft at W+K Amsterdam so they’ve come up with a new brand platform reflecting the brief – “tenderness is inside.” This is for both chocolate and chocolate biscuits.

Here’s chocolate.

Milka – The Strongman (TVC) from Wieden+Kennedy Amsterdam on Vimeo.

And some rather average-looking biscuits.

Milka – The Biscuit Jar (TVC) from Wieden+Kennedy Amsterdam on Vimeo.

But it’s quite sweet, dressed as you might expect an iconic Euro chocolate brand to look. We’ll have to see if it suffices in the salted caramel era.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.