Tokyo - 9th October 2014 - Palace Hotel.
Every year for the last 4 years, the founders of Pentawards, Jean Jacques and Brigitte Evrard, reward a big brand with a Special Pentaward. After Coca-Cola in 2011, Veuve Clicquot in 2012, Absolut Vodka in 2013, the founders' Pentaward goes to the Milka brand this year.
Few brands, particularly in the world of consumer goods and food products, can boast of having been able, over the years, to maintain their authenticity, retain their "DNA" while being creative and in spite of the many people who have been responsible for their graphical evolution. Milka is part of this exclusive club. Originally registered in 1901, the well-rounded Milka graphics date back to 1908 and have remained the same. From gold, they switched to white to better express milk. The purple colour has softened and in the early 70's the famous cow was dressed in purple and white. Today these three elements: graphics - colour - cow are used together or separately on numerous platforms (packaging, advertising, promotional items and sponsoring) always in a constant and creative way, all around the world. Since the brand became part of the large American group Mondelez, Milka has been seen in association with other brands such as Oreo, Tuc, Lu, Philadelphia, ... and a host of attractive objects with purple and white branding. For these reasons, the Pentawards Special Prize goes to Milka this year.