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To trigger nostalgia over the first time customers tasted one of its milk chocolate squares, European brand Milka has launched “First Tastes,” a digital campaign that explores other, less tender first bites.
Among them is the first time a woman eats octopus, a boy eats pickles, a baby tries a lemon, or—funnier still—a grandmother is served Pop Rocks. Each resulting reaction is meticulously filmed and played out to maximize the drama.
Halfway through, the ad observes, “Some first tastes are more tender than others,” and cuts to a little girl, whose mother offers her Milka for the first time.
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