Mondelez International
Mondelez International is one of the largest snack companies in the world. They make and sell primarily snacks, including biscuits (cookies, crackers and salted snacks), chocolate, gum & candy as well as various cheese & grocery and powdered beverage products
In the inaugural Middle East Stevie Awards, Mondelez International Turkey won a 2020 Silver Stevie Award for Milka’s Innovative Sponsorship of the National Ski Team
Mondelez International’s Turkish confectionery brand, Milka, and their branded purple cow wanted to increase Milka brand awareness and conversion rates. With the nurturing milk from the mountains embedded in their DNA, Milka became the proud sponsor of National Ski Team. With the brand essence of ‘the chocolate that softens the heart’ Milka invited chocolate consumers to support the National Ski Team and built an innovative sponsorship campaign in 3 key steps.
First they increased awareness with a multimedia launch campaign including an official launch of the ski season in the mountains. Second they brought the mountains to the city with an innovative ski simulator, and engaged shoppers at several locations with actual Turkish Olympic skiers so they can experience what it feels like to ski with a national team player and hear why they need to support National Ski Team first hand. And via Digital and Social media, they asked for user generated content and got consumers involved in a greater reach.
And third, they utilized best-in-class in store execution to drive conversion including new touch points and displays and created “Milka Ski Experience Areas” in stores so shoppers could live the virtual Ski experience. They also partnered with biggest retailer in Turkey, Migros, for a special consumer promotion which offered a Ski Holiday prize and led to a high sales uplift.
Milka’s Turkish Ski Team Sponsorship Campaign was successful with activations in over 20 thousand stores, positive brand feedback, and Milka’s highest sales volume ever. After the great results of 2019 & their dedication to invest in skiing, Milka continues its innovative sponsorship of the National Ski Team in 2020.
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