a)Brand Milka Lila Pause (Lead Product: Sorte Nuss)b)Target Group: 14-24 years c)Objectives: Lila Pause is the young/unconventional side of Milka e.g. targeting young people, the spot shows the very hectic side of life, using allday situations of young people (traffic, pressure of time, jam/class work, examinations, stress/effort, work, action) with a pulsing pressure of rhythm, sound and graphics, supported by a oversized clock, which rolls permanently through the screen. Suddenly the hectic stops (the break), a pleasant sound makes you relax, and now branding, Milka Lila Pause makes you relax in your break - and ... "Everyone has the right for a break" (also computer/internet-freaks)d) Advertising Idea = claim "Jeder hat das rEcht auf eine Pause" = "Everyone has the right for a break", the ideal claim for a product communicated via screensaver), e.g. the break is the central idea (break = calm down, eat Lila Pause)e)Media-Support: The current campaign, which accompanied the relaunch at the beginning of the year, that it reflects its positioning:- TV Commercial "3,2,1 ... fire" ("Fred" makes a break) - poster: Sujet "Lila Elefant" (the Milka cow makes a break)