LAUNCHING ICONIC EUROPEAN CHOCOLATE
Milka is an international, premium European chocolate brand Mondelēz wanted to launch stateside. Scrum50, as Mondelēz’s eCommerce AOR, created this launch exclusively on Amazon.
The brand store needed to accomplish two main objectives: launch a new brand to the US market and educate the consumer. We wove a tale focusing on the heart of the brand – Made with 100% Alpine Milk since 1901 – highlighting premium ingredients and the brand’s rich history. Featuring mouth-watering product imagery paired with creamy chocolate ensured appetite appeal and communicated taste digitally. We utilized Amazon’s best practices by making shoppable products panels (a one-click rollover feature) that links directly to Product Detail Pages.
The Our Story page dives deeper into the history, ingredient sourcing and sustainability of the brand. The Brand Store was designed with a mobile first approach to ensure all content translated appropriately to both mobile and desktop.
View the:
Milka Brand Store
Brand Store
One of Amazon’s best practices is to always design gallery images utilizing the “rule of 7.” Amazon only displays the top 7 images in the gallery view on their Product Pages. We ensured that key messaging was communicated in priority order – product packaging front and center, flavors, quantity in offering, brand history, lifestyle usage occasion, and authentic messaging to combat 3rd party competitors.
View the:
Milka Product Detail Page
Product Gallery
We also designed enhanced (A+) content pages for the PDPs (product detail pages). Leveraging an Amazon best practice, we offered consumers additional content not available on the Brand Store or Product Detail Pages. Large image blocks highlight beautiful Alps mountains and Milka pieces floating in creamy chocolate for appetite appeal. The craft of Milka from the authentic Alpine cows to the creation of cocoa powder is also showcased.
View the:
Milka A+ Content (scroll down)
A+ page
