Brand: Milka

Agency: TikTok Creative Consultancy

Media: TikTok

Creative Director: Berkin Dalgic

Background: Milka, known for its smooth Alpine chocolate, wanted to stay culturally relevant during key seasonal moments like the New Year. At the time, TikTok was seeing a surge in viral dessert recipes using store-bought chocolate, but these trends were fragmented and not owned by any single brand. The opportunity was to transform this behavior into a distinctive, ownable moment for Milka.

Idea: Instead of simply joining the trend, we set out to shape it. We introduced the idea of a “Milka New Year Dessert” encouraging creators and audiences to craft indulgent, celebratory desserts using Milka products as the hero ingredient, turning a generic trend into a branded ritual.

Execution: We collaborated with TikTok creators to kickstart the movement, developing visually rich, easy-to-recreate dessert recipes tailored for New Year celebrations. The content leaned into TikTok-native formats satisfying builds, quick transformations, and shareable final reveals making it highly replicable. By anchoring the trend around a specific cultural moment (New Year), we gave audiences a clear reason to participate. What began as a campaign quickly evolved into a recurring behavior: for three consecutive years, users organically recreated and shared their own Milka New Year desserts. Milka didn’t just ride a trend it became synonymous with it, transforming a simple content format into a lasting cultural movement.