Milka kindness campaign arrives in Munich after successful BCN activation

By Andrew Pentol |


Travellers were drawn to the Share your Kindness activation at Barcelona El Prat by Milka’s Lila the Cow mascot.

Mondelez World Travel Retail (WTR) is continuing its Milka Share your Kindness campaign at Munich Airport this month following a successful activation from May to June at Barcelona El Prat (BCN).

Launched through a digital activation in the Dufry duty free store at BCN, travellers were drawn to the activation space by Milka’s Lila the Cow mascot. They were also directed to a large screen, on which kind actions  such as waving and smiling were demonstrated.

Customers were then encouraged to copy these actions in a sequence of kind gestures.

In addition, the screen provided shoppers with a digital Milka flavour recommendation to sample and prompted to take a photo. With every printed photo, shoppers received a ‘kindness coupon’ to give to a loved one or anyone in need of an act of kindness. The coupon and photo could be shared digitally.


Travellers also received an original Milka Lilac Felt Bag as a gift with purchase and had the opportunity to win a Lila the Cow plush toy through a scratch-and-win contest.

Michela Tasso, Senior Brand Manager Milka, Cadbury and Nordic Chocolate, Mondelez World Travel Retail said: “With this activation, we exported the values of Milka out of the airport environment and into the hearts of travellers.

“It delivered an emotional connection, reaching both next generation and traditional travellers with its simple but powerful message.  We have already seen good success with the campaign in Barcelona with Dufry and we are looking forward to rolling it out to more locations in the coming months.”

Philippe Moryl, Global Category Head of Confectionery, Food, Souvenirs and Toys, Dufry Group added: “We strive to provide our customers with unique shopping experiences — something memorable and authentic. The Milka Share Your Kindness activation delivered just this. It was rewarding to see so many smiles on the faces of travellers, clearly uplifted by their interaction with this activation.”


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