Starting point

Kinder Milch-Schnitte (Milk Slice), positioned for years as a sweet treat for children, was to be repositioned as a light, tasty snack for adults. But how could this be presented to adults in a way which they would believe? Whilst also ensuring that children continue to enjoy it?

Story

Our idea: a grown-up testimonial. Sorry, two testimonials, the boxing brothers Wladimir and Vitali Klitschko. At that time, they had never made an advert in Germany before. They become a convincing example of how the best testimonials are not always the most obvious. We present the two simply as brothers rather than as boxers. With humorous stories, with doctorates and as well-liked figures.

Happy ending

The advert reaches cult status! The repositioning of Milch-Schnitte as an adult snack succeeds with flying colours. Milch-Schnitte is able to expand its brand leader position and records double-digit year-on-year growth. A victory on points.