This effort was a radio assignment to launch Philadelphia-Milka an unexpected mix of two of France’s favorite treats: cheese & chocolate (something French consumers would never naturally mix).

To overcome their preconceived idea that this mix is unappealing, we leveraged a media opportunity (an extended slot on radio) reaching their ears instead of their mouths with a completely mixed radio campaign: similar to our product, a disruptive but tasty chocolate/cheese mix.

As this entry is not a regular radio spot, please also watch the video case to judge it.

We bring this “impossible mix” to life and created the first completely mixed radio campaign: similar to our product, a disruptive chocolate/cheese mix.

• It first started with a true Milka chocolate radio spot aired on a French radio station.

• Followed by a genuine Philadelphia cream cheese radio spot.

• And finally, a combination of the two previous spots, giving way to an original Philadelphia/Milka radio campaign.

An audio-demonstration of how unusual but surprisingly tasty this mix really is.

A true radio stunt, leveraging the media’s ability to simply demonstrate the nature of the product with an audible mix (successfully reaching their ears because their mouths were out of reach).

Responding to this audio-sampling campaign:

In only two months, more than 2 million French consumers tried the product whereas no one was willing to try it at launch.

That's more than 70 tons sold two months after the campaign, revealing a new profitable category on French shelves (sweet cream cheese)

A successful product launch that made Philadelphia and Milka even more familiar to French consumers.