MILO Cans: Twisted Football

Ahmad Farris Baharom Alam Shah and Mindy Yap

Campaign details

Brand owner: Nestle
Agency: Ogilvy & Mather Kuala Lumpur, Malaysia
Brand: MILO
Country: Malaysia
Channels used: Branded content, Email marketing, Events and experiential, Games and competitions, Internet - display, Internet - microsites, widgets, Online video, Other and ambient media, Point-of-purchase, in-store media, Public relations, Sales promotion, Social media
Media budget: Up to 500k

Executive summary

When your brand is the staple drink of every small kid in the country, chosen by mums for its nutritional, energy-giving properties, entering the beverage world of teens (a polar-opposite world of lifestyle, out of home and social consumption) seemed like an impossible task. This case study describes how MILO Cans successfully leveraged its learnings from the previous year to seize the attention and imagination of teenagers nationwide with 'Twisted Football' – shattering every KPI set and ultimately selling 10.5 million cans in just two months.