Milka and David Madrid launched “eleven in a life tour” new campaign with Katy Perry

Milka Mmmax and Katy Perry allied to offer a unique experience in the “eleven in a life tour”

David Madrid signs the third global campaign of the brand with an immersive, vibrant and very pop approach

The execution of the campaign has been in charge of David Madrid (idea and creative direction), with Hogarth Us and UK in the production with Honor Society Film producer

Milka Mmmax and Katy Perry join forces to launch an unprecedented brand experience: “Eleven in a Lifesses Tour Experience”an initiative designed to carry the European concerts of the pop superstar at the next level.

The campaign, signed by David Madrid Together with other WPP group agencies, it converts the artist’s tour of the artist in an opportunity for fans to live moments that “money cannot buy.”

With this new collaboration, Milka Mmmax –The range of extragrade tablets from Milka – reinforces its positioning around the motto “Mmmax Your Moment”carrying the concept of pleasure to the fullest through unique and unforgettable experiences. And he does it by one of the most influential artists of world pop, Katy Perrywhose energy, extravagance and closeness fit with the personality of the brand.

The campaign is articulated through an attractive promotional system throughout Europe. Consumers who buy any Milka Mmmax product and scan the wrap code will be able to participate in prizes such as:

• Entries for concerts in Europe
• Exclusive experiences behind the stage
• Meet & Greets with Katy Perry
• Official Merchandising of the tour

For Amy TayGlobal senior director of Mondelez, «We are incredibly excited to associate Milka Mmmax with a world superstar like Katy Perry. This collaboration promises to offer unforgettable experiences to fans throughout Europe, combining the audacity of the brand with Katy’s iconic energy. »

The execution of the campaign has been in charge of David Madrid (idea and creative direction), with Hogarth UK and UK In production with the producer Honor Society Films. The result is an immersive, colorful and musical universe that amplifies the enjoyment of chocolate with the magnetism of one of the most beloved artists by the young public.