Orbico
Milka milk drink launch campaign

The domestic market for milk-based drinks is extremely saturated and competitive, with strong consumer loyalty and many brands vying for impulse purchases. Our task, on behalf of Orbico, was to launch Milka’s three new milk drinks on the Hungarian market in such a way that consumers would perceive them not merely as new drinks, but as a new form of the well-known Milka chocolate experience.

The biggest challenge was localising the global concept typical of the FMCG sector and authentically conveying the “in every drop” promise: we had to demonstrate that Milka’s smooth, indulgent flavour profile is a recognisable and sought-after experience even in liquid form.

We built the launch campaign around the key message ‘in every drop’, which simultaneously referred to the taste experience, the novelty of the product and the softness typical of the Milka brand. To ensure effective reach, we combined offline and online channels.

At Blaha Lujza Square, one of Budapest’s busiest junctions, we designed a fully branded bus stop which caught the attention of passers-by with its strong visual presence. This was complemented by bespoke POS materials designed to drive in-store sales, as well as a targeted banner campaign that further boosted awareness of the new Milka milk drinks across digital platforms.

The localised creative concept and cross-media strategy effectively supported the launch of the new Milka milk drinks in Hungary. The campaign drew simultaneously on Milka’s well-established brand experience, the rapid attention-grabbing power of outdoor advertising, its presence at points of sale, and the targeted reach of the digital campaign.

The collaboration clearly demonstrated how an international FMCG concept can be localised so that it appears on the Hungarian market in a way that is understandable, eye-catching and encourages purchases.