Milka

Insight:

Hip-Hop is one of the most popular music genres among the youth in Germany. However, it is often packed with violent and hatful lyrics. That’s why Milka, Germany’s most tender chocolate, decided to act.

Idea:

To show that tenderness can happen even in the toughest places, Milka teamed up with Nimo, a rapper with a criminal past. Together, they created a rap song and a music video about empathy, called "ZART," which means ‘tender’ in German.

Results:

The outcome of the collaboration wasn’t released as a conventional endorsement ad, but as a real, authentic rap song. “ZART” climbed to the top of various German charts, accumulating 10 million views on TikTok and 2,5 million clicks on YouTube in the first week alone. With "Zart" Milka managed to start a conversation about empathy in the German rap scene, effectively connecting with the hard-to-reach younger audience and becoming a part of pop culture.

MUSIC VIDEO

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