Campaign details
Brand: Nestlé MiloBrand owner: NestléLead agency: Ogilvy & MatherContributing agencies: MindshareCountry: MalaysiaIndustries: Milk & dairy drinksMedia channels: Online display, Online video, Social mediaBudget: Up to 500k
Executive summary
Faced with a cultural shift towards academic success, Malaysian drink brand Milo's brand belief in holistic development, building character through sports and sporting values was losing relevance in the eyes of mothers.
This case study describes how Milo created a social experiment that faced "tiger parenting" head on and rallied mothers behind what really mattered...