MILO: New growth for an old brand

This case study demonstrates how Milo, a malt drink owned by Nestlé, engaged with Malaysian teenagers to extend its product life beyond just children's consumption.

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...

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