Hungarian graphic artist created Milka's iconic purple cow

“Do not judge a book by its cover” – marketing specialists would be infuriated by such a statement. To effectively sell a product, you must have convincing packaging that conveys the message to the customer that they are getting their hands on something exceptional. The product itself must outshine its competitors, and the packaging should be so remarkable that it leaves a lasting impression on buyers. We can all agree that Milka’s iconic purple cow is both endearing and memorable. However, did you know that it was designed by a Hungarian graphic artist?

Milka’s history

According to Origo, the creation of this sweet delicacy dates back to the 19th century to a Swiss confectioner, Philip Suchard. Driven by ambition and a desire to uphold his family’s legacy, Suchard sought success in the States. After a failed stint, he returned to Europe, where he began creating chocolate bars. Many people with a sweet tooth remain grateful for his ingenious creation to this day. However, it’s important to note that chocolate bars of that era completely lacked dairy, and therefore, they carried a bittersweet cocoa flavour. Later on, the company decided to give Milka a distinctive purple packaging to distinguish itself in the market. Aimed to enhance its uniqueness, they even added a cow to the chocolate bar’s appearance, though originally in black and white.

The iconic Milka cow

In 1972, the company decided to change things up and commissioned Young & Rubicam to create the new design. Sándor Szabó, a Hungarian graphic artist, was part of the creative team at the advertising agency. Szabó recalled:

… I believed that the use of the purple colour was the way to go. One day, when I chanced upon a herd of grazing cows, an idea struck me. Purple cows! Back in the studio in Düsseldorf, when we were taking pictures of the Milka chocolates available at that time, I captured one photograph. I developed a poster-sized photo of the cow, glued it to thick cardboard, and painted the animal’s spots in purple. I then convinced my boss that, since it was Swiss chocolate, we should find a Swiss cow model.

Without delay, he and his team took to Zurich. There, Szabó and his colleagues found a prize-winning cow in the mountains, an exceptional specimen that instantly captivated them.

About the artist

Sándor Szabó was born in Orosháza, Hungary, in 1934. Following the Hungarian Revolution of 1956, he emigrated to England. As previously reported, Hungarians recently commemorated this revolution; you can find more information from the foreign ministry HERE. A commemorative march was also held on the anniversary of this significant event, detailed further in the link provided HERE. Szabó pursued studies in graphic design and subsequently joined the team at Young & Rubicam after his relocation to Düsseldorf. From this point, the rest, as they say, is history…

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