The most tender search.
Milka, Chile, 2024.
The task at handPromote Milka Easter eggs for the first time during the most competitive sales season in the chocolate category, by creating an engaging activation that made the brand memorable.
The problem Easter hunts feel like something meant only for kids.
The Insight We all have an inner child inside us — we just need the right invitation to unlock it.
The Strategy Bring Easter back to all Chileans by first awakening the feeling and then turning the city into a real Easter hunt.
The brand advantage Milka is the taste of tenderness.
Throught a social campaign Milka transformed Santiago and Viña del Mar into locations for a city-egg hunt.
The campaign encouraged organic interaction by providing clues online and encouraging community engagement.
