Indecently delicious Müller de Luxe

“Will you be tempted by a little luxury?” Asked Müller. We couldn’t resist! That is why in the communication of the new product line in the portfolio of the cult producer Müllermilch we went all the way. Task: launch of the new Crème au Chocolat product in the Müller de Luxe line. The comprehensive communication plan assumed an output with engaging content – a variety of forms, many communication channels and maximum personalization of the message depending on the medium. We carried out PR activities mainly in lifestyle media and in cooperation with influencers, but we also did not forget about the industry, effectively reaching media from the FMCG category.

The basis of lifestyle communication was the proprietary research and report: “Ranking of women’s pleasures. What do Polish women do when they have time only for themselves?”, thanks to which we generated a lot of fresh and engaging content. We used it, among others in press advertising (including Twój Styl, Gala, Claudia, Viva, Grazia), in partner campaigns on the websites polki.pl or claudia.pl, as well as in a special challenge for selected bloggers who we asked about how they pamper themselves every day – secretly, openly, modestly, and maybe without shame. This was shown to us, among others, by Imperfect Mother, Bakusiowo, Paulina Wnuk, Oh Mother Crazy, Kuroń, Black Dresses, Mrs. Polka dot – each in her own way! By the way, we gave away a lot of chocolate sets in a partner action with “Voice of Mordor”, for corporate people missing pleasures, and temptingly chocolate handmade boxes presenting the novelty from Müller went into the world of media and testers. Results? Yum!

Tools

report | infographic | media relations, industry| media relations, lifestyle | special delivery | sampling product reviews | press advertising| content marketing | blog | competitions on lifestyle portals