I love Milka, for me there is rarely a chocolate that lives up to the taste and texture of the Milka chocolate. But while I love it, I am often (still) surprised to learn that not everyone knows about it. SO I am trying to fix that today. No they haven't bribed me with a truck load of chocolate (hint, hint, nudge, nudge) but they don't need to either. It has established itself in my life since I was a child. It was the first (that I remember) chocolate that my grandmother bought me. And it has been our special treat ever since.
With this original bars getting popular again it appears that Milka aims to give value to the brand beyond the one it already had, they want the brand to be associated with tenderness, good gestures with friends and family, as well as remembrance (my grandmother and I fit into this category).
In addition, it appears that they carried out another promotion recently they embrace the act of sharing. Specifically, the commercial with the last piece of chocolate. Showing that the last ounces of chocolate are just as important as the first and have quite a lot of value when they are allowed to. For me it stated that if you share it with someone it will be because you really care.
With these messages at the heart of Milka's intentions, it is clear to see that they are regarding the brand, the value given to the consumer is pretty clear. In addition, Milka has focused on "tenderness" which as been the main theme since the 1960s, they want the public not to think of Milka as a simple brand of chocolates, rather the brand comes to mind from a loved one and their endearing actions, this tenderness that is imparted through their intentions.
That is an idea I can fully support.