Empathy at Scale Milka

Whether in politics, on social media, at demonstrations or in rap lyrics, the way we talk to each other is getting rougher and rougher. Milka is convinced that we can achieve so much by doing the opposite: with words that show empathy and compassion. For the first time in the history of Milka, the product itself became the messenger: empathetic words and emojis were stamped on each piece of chocolate. The activity was promoted with an integrated campaign that included Out of Home, ads on TV, Social Media and Youtube, assets on Giphy and Tenor, and a landing page.