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Tenderness is Inside


Project brief

Milka (Mondelēz International) invited Ksubaka to use its ‘power of play’ skills to design a game that drew consumers in, taught them about the product and crucially created a genuine ‘moment of tenderness.’

299 million Milka brand exposures

12.4 million shoppers engaged in one month

Gamified Brand Experience

Ksubaka’s creative team devised a game, which encouraged consumers to learn about the key attributes of Milka chocolate through the power of play. To complete the experience, shoppers were invited to interlock fingers with a friend (or stranger) to make a Milka chocolate bar, creating a special moment of ‘Tenderness’. Consumers were then encouraged to take a picture and share it through social channels for a chance to visit the origin of Milka – The Alps.

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Aids Memory UK

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The incentive for interaction is a chance to win a £250 voucher, which is doubled by completing follow-up survey.


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