Milka became extremely popular and welcomed in airports (of Spain, Germany, Turkey and other countries) thanks to Kraft Foods World Travel Retail’s strong promotional ‘Alpine world‘ campaign named ‘Enjoy the Alpine Goodness of Milka’. Around the world Milka presented chocolate samples to travelers so that they could enjoy the great taste of products and know more about the product range.
The floor in the shop was decorated to remind an Alpine pasture. The trading spot was surrounded by lilac pillar boxes, which contained a branded sampling table and shelves with Milka chocolate varieties. The eye-catching campaign rolled out in the outlets attracted numbers of visitors and buyers-to-be, who were encouraged to make a trial purchase with a special voucher.
The nice outlets were so popular among travelers of all ages and nationalities, that the decision to prolong the campaign until the end of November. In Russia a similar campaign was carried out as well (by Ogilvy Group CEE), but it concerned various stores and malls, without being rolled out at the local airports.