Campaign details
Brand: Milo NutriUpAgency: OGILVY
Strategy
Objective
Getting young adults excited about a children's milk beverage
MILO wanted to tap into the 110 billion rupiah opportunity of the adult ready-to-drink milk category in Indonesia with the launch of their new MILO on-the-go drink: MILO Nutri Up. But, breaking into an adult milk beverage market with the heritage of being known as a children's milk beverage was a pretty tough task.
MILO Nutri Up not only had to drive awareness about its new launch but had to do so competing with very established milk beverage brands like...