The magic behind Milka-how does it capture your heart!

trikinour9
7 déc. 2023
3 min de lecture

Dernière mise à jour : 9 déc. 2023

How Milka build its brand identity successfully?

1. Name

Milka is a simple that combines the German words'milch' meaning milk, and 'kakao', meaning cocoa. The full product name on the label at the time when Milka was created was 'Milka Suchard's'. It was later changed to Milka. This combination is important for all chocolate lovers, so choosing Milka as the name of the brand was directly at the target audience.

2. Mascot

You might have noticed the posters of a unique purple cow shown in an Alphine meadow. This cow named 'Lila' is the symbol of Milka, a German chocolate brand, which has won every lover's heart since 1900s.

3. Color

Now let's talk about the importance and the meaning of the purple color for the brand. It is more like a symbol for Milka products. In the year 1901,when Milka was first produced, the chocolate label was lilac in color, and there was a drawing of an Alpine shepherd accompanied by a grazing cow. The principle has stayed the same even today and it's very noticeable in every attribute of the chocolate Lila means lilac in German. It's a color that brand had grown to be associated with.

4. New packaging and Logo

For traditional brand with a large influence, no matter how the brand is upgraded, its recognizability is the first priority. The logo has been slightly changed and the adjusted new logo will replace the dot on the letter'i' with a drop of milk. At the same time,the tilt angle of the new logo is also reduced by 2° compared to the original on 19°. In new packaging design, the three-dimensional and projection effects of the logo were removed, the logo on the cow's body was removed, and the cow and Alps were redrawn. The new one is printed with the words'100% Alpine milk chocolate'. The new outer packaging is replaced with a matte film which feels soft and delicate in hands.

The conversations around Milka

Let's take a look about the latest conversations among people through Brandwatch,there is not too much mention of Milka on social media platform, only reaching approximately 4000 in the past 30 days. People prefer to mention Milka on Twitter than other channels. Digital platform has been a new battlefield to enhance brand management and win customer awareness.

To take a further insight into customers sentiment and emotion,the positive perception from people account for 70% and feel joyful towards Milka, while only 23% of customers hold a neutral attitude.

Shown by the word cloud, Milka is frequently compared with their competitors such as Lindt, Cadbury when people discuss about chocolate topic. Oreo and Biscoito are the two important and successful partnership. Oreo is the top hashtag when referring to Milka. It means that brand collaboration is a wise method to create the topics, enhance product creativity and expand brand fame among customers.

What's more, male comment on Milka more than female do. The post content are mainly about how people think of the taste, feedback after trying it and share the picture of different flavors and what dessert they do with Milka chocolates. Interestingly,people usually search for the topic around 3 pm and 11 pm, which is the time of having a snack for break, in another words, it is also the best period for official account to attract clients flows by posting latest activities, launching new products and increasing interaction among people.