In 2015 MILKO remained the leader in the chocolate milk category. However, this category fell significantly. How do you convince this audience that has ceased to dream?
Our strategy was based on the product itself. Milko, thanks to the characteristics of its key ingredients (milk proteins = energy + chocolate = mood uplift), has a functional yet emotional; it is the drink that gives you energy and confidence to overcome everyday challenges and achieve your goals. The above strategy was creatively captured in #PISTEPSETO campaign and more specifically in the IGNITE film. MILKO has become the “spark” that triggers the energy of every young person: athletes, dancers, musicians even stargazer astronauts. Each and every one can find in MILKO the “energy trigger” they need to cope with their day-to-day activities to everything they dream of.
With a subversive and inspirational style, Ignite video was immediately loved by young people, bringing together more than 1,250,000 views.