Cross, waspish, snappy, grouchy, cranky: The Austrians, especially the Viennese, are often grumpy. Current studies confirm this. But even beyond that, we all know it: Grumpiness was most likely invented in Vienna. And not just in times of the pandemic.
Reason enough for Milka to start 2022 with a tender good-mood campaign. With tender messages and the hashtag #zartstattzwider (tender instead of grumpy), the aim was to promote positive mood in the country, establish a counterweight to the grumpy culture, create more space for tenderness, and more room for friendly interaction at all levels.
Tender messages on the four limited editions of Milka chocolate bars encouraged Austrians to share tender gestures with loved ones and thus foster more togetherness.
Tender messages, tender rhymes on TV and online, popular figures like Anna Veith, Anna Gasser, and the Austrian rapper and poetry slam artist Yasmo supported our cause and motivated Austrians to show their tender side more often.
