La mucca lilla che ha fatto del cioccolato un prodotto cult compie esattamente 50 anni. Correva infatti l'anno 1972, quando Suchard ideò questa icona per imporre il cioccolato Milka a livello europeo.
Un simbolo destinato a restare bene impresso soprattutto nell'immaginario dell'infanzia. "La cosa più interessante è che ancora oggi per molti bambini una mucca non è bruna... ma lilla", osserva Franz-Rudolf Esch, docente di marketing presso l'ateneo tedesco di Giessen: gli esiti di uno studio bavarese, infatti, indicano che "un terzo dei bimbi della scuola dell'infanzia usa questo colore per disegnare una mucca".
L'idea fu di 3 pubblicitari tedeschi che visitarono nel 1972 lo stabilimento Suchard, rimanendo in particolare colpiti dal caratteristico colore della carta utilizzata per gli imballaggi. Rientrando in treno videro quindi dei bovini al pascolo, e maturarono così l'idea di una mucca di color lilla. L'anno dopo l'azzeccata icona fece il suo debutto nelle pubblicità televisive. E fu l'inizio di una storia destinata a sfociare in un grandissimo successo di marketing, ancora oggi perdurante.
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