MILKYBAR is fondly remembered from Aussie’s childhoods. And what did they remember the most? The MILKYBAR Kid. The child hero that wore a cowboy outfit, rode a horse, and shared the delicious chocolate bars with the triumphant cry of ‘The MILKYBAR’s are on me’. A character people pretended to be, dressed up as and dreamt of being.
MILKYBAR Whirl has a balance of white and milk chocolate (akin to being both young and grown up), so our strategy was to use it to help consumers find playfulness in their day-to-day adult life. By inspiring them to unleash their inner child and by bringing them a sense of light relief, MILKYBAR Whirl was offering grown-ups a license to feel like a kid again.
And what better way of making them feel like a kid again then by allowing them to live out a childhood dream. We resurrected the iconic MILKYBAR Kid. But made it Adult. A MILKYBAR Kid-ult.