Pop superstar Katy Perry is the star of a vibrant new campaign by Milka Mmmax, directed by Melissa Bolton-Klinger and produced by the bi-coastal company Honor Society. Blending humor, fandom, and sweet indulgence, the campaign offers fans across Europe an exclusive chance to go behind the scenes of The Lifetimes Tour—with a bar of chocolate as their golden ticket.
Shot on a Hollywood soundstage but made for European audiences, the spot follows a superfan’s dream come true: entering Katy Perry’s green room during the pre-show hustle. In a playful sequence of backstage moments, Katy enjoys a Milka Mmmax bar while surrounded by glitter, quirky props, and her energetic team. The ad captures the joyful chaos and charm of tour life, with just the right dose of chocolate-fueled fantasy.
“Directing Katy Perry for Milka Mmmax was like diving headfirst into a chocolate dream,” said director Melissa Bolton-Klinger. “The shoot had incredible energy. Katy was hilarious and game for anything, and the whole team—agency, client, crew—was perfectly in sync. It was one of those rare productions where everything just clicks.”
The campaign is part of a larger promotional effort offering fans who purchase Milka Mmmax products a chance to win a behind-the-scenes moment with the global icon. Created in partnership with David/Hogarth and featuring varying cutdowns for digital and social platforms, the campaign gives viewers different glimpses into Perry’s world, from unexpected floral headpieces to glitter cannons and more.
This campaign marks yet another creative pivot for Milka, traditionally known for its whimsical, Alpine-inspired storytelling. With The Lifetimes Tour promising theatrical flair, this collaboration blends pop culture and consumer delight in a way that feels both fresh and immersive.
With a touch of humor and a lot of heart (and chocolate), Any Bar Could Take You There might well be the subtext of this campaign — reminding fans that sometimes, indulgence can open unexpected doors.
