Skip to content

Wedel’s Ptasie Mleczko – unique chocolate delicacy from Poland

August 9, 2009

Ptasie Mleczko, which in Polish means “bird’s milk”  is a soft chocolate-covered candy filled with milk soufflé. This unique Polish delicacy was developed by E.Wedel company in the 1930s.  Nowadays Wedel brand belongs to Cadbury, but all traditional products of E.Wedel, including Ptasie Mleczko,  are still sold under Wedel brand.

Ptasie Mleczko - Wedel's current standard packaging for 420g box

Ptasie Mleczko - Wedel's current standard packaging for 420g box

There are several flavours of Ptasie Mleczko available – the most popular are: vanilla, creamy, and chocolate flavours. Occasionally Wedel introduces also other flavours – for example the advocat one.  Below you may check the TV commercial which launched this new flavour.

One of the most memorable TV campaigns of Ptasie Mleczko was the one which introduced the new creamy flavour covered with extra milk chocolate. Three girls are looking at something and commenting how sweet and lovely this is. Their behavour implies that they are talking about a little baby, but in the end we find out that it’s the new Ptasie Mleczko…

Recently Wedel launched new variant of Ptasie Mleczko – a small wrapper with two “long fingers”. This type is just perfect to enjoy at some short coffee break or when you just feel like having something sweet. 

Wedel's Ptasie Mleczko citylight ad - copy: Try it! It feels like heaven.

Wedel's Ptasie Mleczko citylight ad - copy: Try it! It feels like heaven.

You don’t need to buy the whole big box anymore.  As always, the key benefit which is the focus of communication is the lightness of this delicacy.  The outdoor campaign which employed the citylight pannels at bus shelters displayed lay-outs with a young woman or a young man whose heads are covered with fluffy clouds suggesting the lightness and smoothness of the milk soufflé filling.

Wedel's Ptasie Mleczko citylight ad - copy: Try it! It feels like heaven!

Wedel's Ptasie Mleczko citylight ad - copy: Try it! It feels like heaven!

The TV spot which was aired for the launch campaign of the small wrapper variant showcased the lightness of Ptasie Mleczko and the moments of self-indulgence. The slogan for the campaign was: Your piece of heaven wherever you want to have it.

The advertising agency responsible for communication of Ptasie Mleczko is Saatchi & Saatchi Warsaw.

4 Comments leave one →
  1. August 29, 2009 09:31

    charming post. due one unimportant where I bicker with it. I am emailing you in detail.

  2. Erica permalink
    August 4, 2011 14:19

    were can i buy this ptastie mleczko

  3. janett permalink
    November 13, 2011 14:59

    Alguien me regalo ptasie meczko y me encantaron, me gustaria comprar.
    En donde puedo hacer pedidos.

Trackbacks

  1. Cadbury is to sell Polish leading confectionary brand E. Wedel « Adbuzzer Blog

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: