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