To redefine Milko’s overall picture, but also to reconnect the product with the younger audience, giving a new insight into the basic promise of the “Head’s up”.
Our strategy was based on the fact that Milko, due to the beneficial properties of chocolate, can “erase” everyday difficulties, disappointment and tiredness of trying too hard. It’s the drink that makes you feel good, it gives you energy and confidence to get you into life with “Head’s up”.
So in 2014, Milko’s new campaign “PISTEPSETO” was created. To embody this mentality, in the best way, we chose the person whose personal history and way to glory, was the ideal spokesman for our central message. Giannis Antetokounmpo, the 19-year-old Greek basketball player who outstands both in NBA and the Basketball National Team, was the living proof. By holding the “Head’s Up” you can do it, whatever adversity you may encounter.
Milko’s film “PISTEPSETO” starring Giannis Antetokounmpo became widely known, not just in Greece but wordwide, with extraordinary comments from our audience and international media.
It became a viral hit with over with 1.5 million views on Youtube, 10.8 million Youtube plus 72 million Facebook impressions!