MEET MILKA

Milka, one of the world’s most beloved chocolate brands, is known for its signature Alpine milk chocolate and iconic lilac-colored branding. Founded in 1901 and part of the Mondelēz International portfolio, Milka has a long-standing tradition of delivering indulgent treats that blend softness, creaminess, and comfort.

With a presence across Europe and beyond, Milka has become a symbol of tenderness, inspiring everyday moments of joy and connection. A leader in the confectionery category, Milka continues to innovate while staying true to its heritage of high-quality ingredients and emotional storytelling.

THE CHALLENGE

While Milka already enjoyed high brand recognition, consumer research revealed an opportunity to strengthen its mental availability, ensuring Milka would be the first brand consumers think of when craving chocolate. The brand’s goal was to reinforce core brand associations like creaminess and softness, while increasing spontaneous recall and brand consideration.

To achieve this, Milka needed to move beyond traditional awareness tactics and instead focus on reaching consumers in emotionally resonant moments, specifically when they were most receptive to the brand’s message. The campaign targeted Dutch consumers aged 25 to 50 and required a solution that would elevate both visibility and emotional engagement.

OUR SOLUTION

Milka partnered with Seedtag to deploy a contextual advertising campaign powered by Liz, Seedtag’s neuro-contextual AI. Rather than relying on cookies or behavioral data, Liz helped identify content environments that matched Milka’s brand values, such as articles and digital spaces associated with relaxation, comfort, and emotional warmth.

The AI revealed that moments of calm, like winding down at night on the couch, aligned perfectly with Milka’s “soft and creamy” identity. Ads were strategically placed alongside content that reflected these moods, creating a more natural, immersive experience for the consumer.
To validate the campaign’s effectiveness, a Brand Lift Study (BLS) conducted by Kantar measured the campaign’s performance through a controlled test group.

The results confirmed that not only did the campaign dramatically increase top-of-mind recall, but it also drove significant improvements in brand awareness and purchase intent.

• 78% Contextual Fit: Viewers felt the ads matched the content they were engaging with, reinforcing message relevance.
• +46% Top-of-Mind Recall: Nearly doubled the number of consumers who spontaneously recalled Milka when thinking of chocolate.
• +14% Unaided Brand Awareness: More consumers recognized the brand without assistance.

This approach showed how contextual alignment, when powered by AI and emotional relevance, can outperform conventional targeting, creating lasting impressions in the minds of consumers without relying on personal data.