Milka Dare To Be Tender

Insight

2014, Milka’s annual tenderness survey highlighted a societal divide: politicians, financial leaders, and TV talk show hosts were seen as the least tender groups. In a climate of tension and polarization, the campaign sought to redefine tenderness—not as a sign of weakness, but as a powerful tool to inspire change and improve Spain.

Idea

Through the leadership of Dr. Mario Alonso Puig, an expert in Positive Psychology, the campaign encouraged citizens to show tenderness towards those often criticized. Public testimonials inspired a TV and digital campaign, supported by influencers, Spanish celebrities, and a Milka roadshow, all reinforcing the idea that tenderness can be a catalyst for societal transformation.

Impact

The campaign reached over 34 million people, effectively spreading the message of tenderness as a transformative force. Key achievements included:

• A TV and radio campaign featuring public testimonials and celebrity endorsements.
• Digital activations with influencers and YouTubers creating custom content to amplify the movement.
• Distribution of over 3 million special edition Milka chocolate bars tied to the campaign.
• The Milka Truck, a traveling activation across major Spanish cities, spreading tenderness through chocolate and community events.

Team

Creative Team: Ogilvy & Mather Madrid