The most important thing Milka can give to chocolate lovers is an opportunity to share tenderness with friends and loved ones.
For announcing the campaign Milka placed advertising - "Attention! Milka may awaken your tenderness" decorated in the style familiar to all health-warning.
Then we have proved it by giving people the opportunity to leave a tender message on the Milka’s web site and choose the media: TV commercials, outdoor advertising and the Internet.
Random 290 messages were selected and placed in a Heath-Warning style in real promo-materials. These tender wishes appeared on the streets of 25 cities of Ukraine and on the 14 national TV channels, they were seen by millions of people.