For the first time in Milka’s 120-year history, the brand turned its iconic Alpine milk chocolate bar into a tool for expressing empathy by adding tender words and emojis on the squares. People could now share not only tender-tasting chocolate, but also their own tender messages with each other. Milka encouraged people to change their own messages and share some tenderness, because if 2020 showed anything it’s that even small gestures can have a big impact. The brand actively involved our audience to further spread the message, from one on one, to sharing it all over their social media platforms.