The pioneering Loop initiative was launching at Davos 2019. The stage was set. Mondelez was invited to participate in the pilot and chose the Milka brand to explore the potential of a closed-loop supply chain. This was a game changer in the branded packaging world.

The challenge was not only to create the campaign positioning and packaging, but to explore future potential for the brand ecosystem.

Linking Milka brand values to the inherent purpose and benefits of the Loop

Launch of the ‘Tender Loop’ positioning and pack experience at Davos 2019.

Pipeline of potential across the physical & digital touchpoints of the Loop chain

Client: Mondelez via The Otherly

• Mapping the Loop user journey and technology

• Linking brand values to benefits

• Creating positioning narratives

• Ideation & visualisation at key touchpoints

• Prioritisation: pilot > pipeline

• Creative direction of the amazing The Otherly designers