Milka's history might not have been written if its creator, Philippe Suchard, had not been returned to Switzerland after an American business plan failed. In 1825, he opened a confectionery for the first time, then moved it a year later to expand and produce black chocolate bars.
His children took over the business after his death in 1884 and have continued to grow it. Chocolate milk Suchard first appeared in 1890, shortly followed by the establishment of the Milka brand in 1901.
As a result, Milka was the first company to manufacture and sell not only milk chocolate but also chocolate bars. This well-known brand gets its name from the combination of two German words: Milch (milk) and Kakao (cacao). However, the brand architecture has shifted over time.
The product's original name, "Suchard," gradually faded from packaging, giving way in 1973 to the current name: Milka. Most Suchard products, including Milka, were eventually acquired by Kaft Foods Company, an American multinational in the agri-food sector, in 1990.
Milka, primarily based in Switzerland, is now present in several countries and has sold over 400 million chocolate bars worldwide. Since its inception, this brand has built a strong reputation through its recognizable mallow color packages and its visual identity: the mallow cow.
Milka is the market leader in milk chocolate bars, with a 27 percent share of the French market. Milka is particularly proud of its success, as it was the first chocolate brand purchased in Europe. Furthermore, we generate more than one billion euros in revenue annually or 15,000 annually.
Milka's primary market today is not only the family but, more specifically, families with children. Indeed, the handwriting logo alludes to childhood and maternal tenderness, both of which the brand values. Have you ever asked a child what he would do for a square of chocolate? You might be surprised by the answer! Milka has long been known to be loyal to its customers' willingness and to maintain its strong personality through some core values.
Since its inception, Milka has been dedicated to its mallow cow, which proudly represents the alpine environment. A famous cow has appeared in over a hundred TV commercials since the first one was released in 1973, translating the brand's visual identity.
Milka calculated to select a cow of the Simmental breed, known for its high milk quality. Indeed, according to Anne-Lise Favet, marketing director of Kraft Foods France, "guaranteeing the origin of the milk, its traceability with farms in the Alps, is a way to reassure consumers."
This strong connection with mountains inspired most of Milka's advertising campaign backgrounds. The Alps, which are deeply associated with snow, are also associated with the ski world and have generated some sponsorship. Milka is proud to have sponsored the world cup of Alpine skiing, snowboarding, and even the world ski championship since 1996.
Furthermore, aware of the importance of social media, Milka has decided to concentrate its efforts on a Facebook page with 7,293,009 likes. Milka conceals a well-defined marketing strategy behind this vast number.
Brvastng and building solid relationships solidify its customers, offering fun, engaging the brand's Facebook community by using their opinions and feelings, positive or negative, and always respecting their needs and expectations about the brand and its various products.
Milka can be found not only in TV commercials or on social media but anywhere its consumers' eyes or ears are billboards, magazines, radio, and so on.
Co-Branding
Milka, initially known for its chocolate bars, has expanded its product line through co-branding since 2008. Milka has chosen to support the brands Daim, Philadelphia, Oréo, Crispello, Tassimo, and, most recently, Tuc. This strategy enabled the company to reach a new audience and increase its market share.
Aside from this primary reason, another point is undeniably clear: Milka wishes to meet new needs by developing new products, thereby directly increasing its sales. Indeed, people will always be interested in discovering innovations that combine two high-quality brands with similar values.