While there are some advertising characters that have their time in their spotlight and may never be seen again, confection brand Milka worked with Wieden + Kennedy on a limited-edition 'Milka Biscuit Run' board game featuring some of its brand mascots.
Some of the fun characters that come in the form of playable figurines in the family-friendly game include a clock, a bear and an owl. As the brand aims to promote tenderness and moments of genuine human connection, it saw a board game as a novel way to encourage bonding and communication—all the while tapping into the popularity of board game cafes and low-tech crowdfunded board games.
The game gets players yodeling, miming and dancing, as well as cracking up with plenty of laughter.
What's Driving This Trend
- Limited-edition Board Games
- Creating limited-edition board games featuring brand mascots can create a sense of exclusivity and generate buzz for the brand.
- Promoting Human Connection
- Using board games as a tool to encourage bonding and communication aligns with the brand's aim to promote tenderness and genuine human connection.
- Popularity of Board Game Cafes
- Capitalizing on the popularity of board game cafes can provide an opportunity to create a new revenue stream or partnership for the brand.
Who This Affects Most
- Confectionery
- Confectionery brands can explore the potential of creating board games featuring their advertising characters to engage consumers in a unique and interactive way.
- Advertising Agencies
- Advertising agencies can collaborate with brands to develop limited-edition board games as a creative marketing strategy that captivates audiences.
- Entertainment and Leisure
- The entertainment and leisure industry can tap into the growing trend of board game cafes and offer unique gaming experiences to attract customers.
