Who of us does not know the purple packaging of Milka Alpine chocolate and does not associate its velvety taste?
Milka is one of the most recognizable brands of chocolate products in Europe. And although it only appeared in Poland in 1993 (previously it was available only in PEWEX stores), it took only a few years for it to become a brand firmly inscribed in the consumer culture of Poles.
Successful sales and brilliant marketing
Alpine chocolate Milka is one of the leading brands belonging to the Mondelez concern, which sells products in 150 countries around the world, achieving annual revenues (2019) of 26 billion dollars. Milka has an exceptionally strong position in Europe (where, after all, he comes from), and since 2012 it is considered the leader of the chocolate bar segment in Poland (market shares exceeding 18.6% and 99% of enhanced consumer awareness).
What is behind the success of Milka? First of all, the taste and quality of products, the composition of which is considered to be one of the best on the market. The brand is also appreciated for deceptive marketing communication and supporting local agriculture.
Although Milka is a global brand (and has production plants in various countries around the world, including Germany, Austria, Poland and Brazil), only alpine milk is used for production, in addition from a small alpine area with an area of 100 km2, with about 800 small farms. What's more - each of these farms does not own more than 60 cows and is often run by Swiss families for generations. It is this milk that is responsible for the wonderful, velvety taste of chocolate - it is influenced not only by the specific alpine fauna, but also by the fact that the cows that give this milk are simply happy, because they live in a free range and are constantly looked after by farm families, showing them appropriate love and care.
With equal care, Milka selects suppliers of cocoa used in the production of products. Since 2018, the brand belongs to Cocoa Life, which is the proprietary program of Mondelez International. Its aim is to ensure a stable cocoa supply chain and an equally stable future for cocoa producers. Undoubtedly, it can be said that the way in which Milka chocolate is made significantly distinguishes it from many mass producers of sweets.
The popularity of chocolate is also influenced by other issues - the variety of products offered (apart from the classic milk chocolate, the brand's offer includes caramel, strawberry, cherry, nut chocolate or with the popular Oreo filling) and brilliant marketing campaigns.
The 2012 "Go ahead, let's be gentle" advertising campaign was received so positively by consumers (also in Poland) that it not only led to an increase in chocolate sales, but also to include Milka's ad in the Guinness Book of Records!
And where did this purple cow come from?
The first association evoked by Milka chocolate is the purple cow, known for its packaging and advertisements. It is undoubtedly one of the most recognizable characters in the chocolate world. But where did this cow come from, and Milka herself?
The beginnings of Milka date back to… the era of romanticism (maybe this is why this delightful, sweet taste?)! The production of the most famous Alpine chocolate was started in 1826 by Philippe Suchard in the Swiss town of Serrieres (Neuenburger area). The official registration of the name "Milka" (derived from the German names for milk - milch and cocoa - cocoa) took place only several decades later - in 1901 it was entered into the trade names register of the imperial patent office in Berlin.
Even then, the chocolate label was the lilac color we know, and there was a drawing of an Alpine shepherd accompanied by a grazing cow. The full product name on the label at the time was "Milka Suchard's." Alpen Milch Chocolade ”.
With the registration of the product, the sales of chocolate increased significantly - already in 1913, it was produced 18 times more than in 1890. The Milki label was also constantly evolving, gaining for some time a larger inscription and expressive golden letters. Two elements, however, remained the same: the purple background color and the image of a shepherd accompanied by a cow.
The year 1960 brought the appearance of a white inscription "MILKA" in a new font - and this is the version we know to this day! However, 12 years later, in 1972, the Young & Rubicam Agency created the violet Milka cow (the image of the shepherd disappeared from the packaging), which quickly became a specific element of chocolate pop culture. Until today, this violet-white cow (Simmental breed) against the background of the Alps is the logo of the Milka company.
Milka is an example of the fact that you can combine the locality of production with its global massiveness. And what's more - such a combination gives an excellent quality result. The brand is also proof that caring for the quality of products, combined with appropriate marketing activities, can bring colossal results. To the delight of Milka producers and consumers. I guess everyone likes these sweets, guarded by a nice, purple cow?
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