Muller products are delicious in an over-the-top kind of way. So we made the word 'delicious' our own to describe something incredibly amazing/fantastic/sexy. We then invented a character, a cross between Leslie Philips and the Major from the Fast Show, who sees 'Deliciousness' everywhere. 

This distinctive tone of voice was then used in 'delicious' product ads and online. Consumers were encouraged to tag places they found 'delicious' in Google Maps and mark 'delicious' things they found with 'delicious' stickers.