Milko Under the Sleeve

Brand: Vivartia - Delta Milko
Time Period: Oct 2011
Client: Ogilvy
Channels: article sms article facebook



Description: Just in time for the new academic year, the client wanted to organize a promotion for their chocolate drink "Milko", targeting students and young adults. The result was an on-pack promotion with a contest, giving away student related (but not limited to) prizes.
Consumers found a code underneath the tag of the bottle, with which they participated in the contest through SMS or facebook. Instant prizes included iPad2s, flat screen TVs and Home Cinemas, while there were also weekly draws for 1.500€ worth gift vouchers for branded furniture.


Results: With every day winners of highly appealing prizes the campaign resulted in an increase of sales and profit for the product, a growth of customer base and repeated purchases, strengthening the brand awareness and loyalty for the younger segment.