Wedel’s Ptasie Mleczko – unique chocolate delicacy from Poland
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.
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.
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.
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.