GRANDPARENTS

Milka, the iconic chocolate brand belonging to Mondelēz International, and official sponsor of LALIGA, is launching a campaign that connects with the emotion of football in a very special way. The brand's objective was to find out if there was room for tenderness, its most essential value, in the king of sports. And the affirmative answer was found in its maximum exponent outside the field, in families, and, specifically, in the figure of GRANDPARENTS.

Recognizing the fundamental role they play, Milka is launching an initiative -conceived by Ogilvy- that celebrates the role of grandparents as unconditional support for their grandchildren's dreams; as that haven where ambition finds support and fear dissipates with a hug. While the world rushes and demands results, grandparents typically offer their grandchildren the time and patience needed to nurture their earliest hopes and aspirations, becoming a great emotional support that allows a young person to leave home to pursue their destiny.

This bond transcends any material value, as it is based on simple values and unconditional love that celebrates every step of the way. There is no purer pride than that of a grandmother who sees her grandson succeed, demonstrating that behind every great achievement there is always a family history that made the flight possible.

In the words of Sofía Brás, Senior Brand Manager Milka Iberia, "With this campaign we celebrate the figure of grandparents, who play a fundamental role in supporting the Spanish family; they are that inspiration of effort and dedication that connects directly with the tenderness of a brand like Milka."

A campaign created from emotion

To illustrate this concept, Milka has sought a pair within the football world that represents this connection, this mutual dedication and devotion between a player and their grandparent, and has opted for the story of Fermín López and his grandmother Loli. They are the protagonists of the brand's new campaign, created by the Ogilvy agency, which launches today.

Fermín López Marín, a promising Spanish offensive midfielder for FC Barcelona and the Spanish national team, is known for his fighting mentality on the field, technical quality and powerful shot from outside the box. He has been an absolute international and gold medalist at the Paris 2024 Olympic Games. But what is not reflected in his resume or his sports profile is the special relationship he has with his grandmother Loli.
With this campaign, Milka provides a closer look at their connection, demonstrating the profound and emotional bond they share, based on family pride and unconditional support. Throughout the spot, Loli expresses her immense pride in her grandson's effort and achievements, remembering him as a brave boy who pursued his dream from a young age.

The story of Fermín and Loli is a reflection of a love that transcends the brilliance of professional success. Behind the great player, there is a grandmother who today overflows with happiness seeing the simple values her grandson possesses and the career he is forging. Loli embodies that purest family pride, demonstrating that true triumph is found in the recognition of a life dedicated to fulfilling a dream under the protection of one's roots.

This campaign further strengthens the bond between Milka and LALIGA, taking the sponsorship to the tenderest ground in football, as it focuses on the relevant family values that unite them, giving visibility and paying tribute to the figure of those unsung heroes who sustain and provide tenderness and support to the family.