Milka turned 111 years old in 2012. The perfect occasion to let the brand shine. It was a huge success when we initiated the first Milka Welt in the Schrannenhalle in Munich. Such a special birthday deserves a lavish celebration. Milka was generous and wanted to express their gratitude towards their faithful customers.
In the heart of Munich, Germany's most popular chocolate brand invited everyone on a trip to the alps. There were numerous highlights on 800 purple square meters for the visitors to discover: a real wooden comfy mountain lodge, a purple dirndl collection from Lola Paltinger, countless culinary delicacies, and of course a life-sized Milka cow. We planned and designed the opening of the Milka-Welt including celebrity guests like Maria Höfl-Riesch. Milka partnered with Citybeam from 2012 to 2016.
Scope of work: Strategy, public relations, media production, media relations, out of home campaign, radio campaign, event management, promotions