Milo: New growth for an old brand
Principal authors: Andrew Cone, Anthony Wong, Tim Broadbent and Farris Baharom, Ogilvy & MatherContributing authors: Nizwani Shahar and Arvind Srivastava, Ogilvy & Mather
Introduction
This case shows how communications can create a new market for an old, established brand with no change to the product or its packaging.
With its 'Twisted Football' Milo Cans campaign, Nestlé Milo found a new way to grow after a period of stagnant sales by successfully activating an underleveraged product format, a lapsed consumer target, and a savvy media strategy. By making its ready-to-drink cans...