MILO Cans: Twisted football

Agency: Ogilvy Malaysia
Advertiser: Nestlé Products
Brand: MILO
Country: Malaysia

Objectives

Milo, a 'kiddy' brand that needed to grow up

MILO was the leading chocomalt drink for Malaysian children, but at 90%1 of the health food drink (HFD) category, it had already reached saturation point — hitting an average of almost 32 servings per week. To sustain business growth, MILO needed to drive consumption amongst older drinkers. But a look at MILO consumption patterns in Malaysia (Figure A) revealed a drastic drop off in the teen years, as lifestyle beverages like carbonated soft drinks, isotonics or juices grew to form a large part of their beverage repertoire.