While there are some advertising characters that have their time in their spotlight and may never be seen again, confection brand Milka worked with Wieden + Kennedy on a limited-edition 'Milka Biscuit Run' board game featuring some of its brand mascots.
Some of the fun characters that come in the form of playable figurines in the family-friendly game include a clock, a bear and an owl. As the brand aims to promote tenderness and moments of genuine human connection, it saw a board game as a novel way to encourage bonding and communication—all the while tapping into the popularity of board game cafes and low-tech crowdfunded board games.
The game gets players yodeling, miming and dancing, as well as cracking up with plenty of laughter.
Biscuit Brand Board Games
'Milka Biscuit Run' is a Board Game Featuring Advertising Characters
Trend Themes
1. Limited-edition Board Games - Creating limited-edition board games featuring brand mascots can create a sense of exclusivity and generate buzz for the brand.
2. Promoting Human Connection - Using board games as a tool to encourage bonding and communication aligns with the brand's aim to promote tenderness and genuine human connection.
3. Popularity of Board Game Cafes - Capitalizing on the popularity of board game cafes can provide an opportunity to create a new revenue stream or partnership for the brand.
Industry Implications
1. Confectionery - Confectionery brands can explore the potential of creating board games featuring their advertising characters to engage consumers in a unique and interactive way.
2. Advertising Agencies - Advertising agencies can collaborate with brands to develop limited-edition board games as a creative marketing strategy that captivates audiences.
3. Entertainment and Leisure - The entertainment and leisure industry can tap into the growing trend of board game cafes and offer unique gaming experiences to attract customers.