MILO: MILO Champions Band and App

Executive summary

Product Description:

As a global brand, MILO aims to give children around the world the energy to win. It has been a strong patron of sports for decades. As a product, MILO is a chocolate malt drink that gives nutritious energy, perfect for breakfast.

Objective of the Campaign:

In the Philippines, MILO has been around for over 50 years, owns 93% of the chocolate malt beverage market, and has been a strong patron of nationwide sports programs for decades. But while the numbers are impressive, they also contribute to MILO's biggest challenge yet: How exactly can it grow from here? MILO's share of the chocolate malt beverage market has reached a plateau. The brand is even starting to see a decline worldwide in key brand metrics such as 'MILO is an innovative brand', 'it is first-choice brand' and "it is associated with sports". The global context also adds to the challenge. BIG FOOD is also under pressure to demonstrate that it does not unethically damage health or contributes to rising global obesity by promoting poor nutritional products.

To address this, we needed to renew our value to our target. So, we set out to help them take on an issue that mattered to them as moms and to us as a brand. The important issue of energy and nutrition. The generation of kids that MILO nourishes today is vastly different from the one 50 years ago. The director of the Department of Health - NCR says, "The trend today is fast food and electronics." (Source: In fact, the Philippines beats global average screen time by more than double. Tablet usage in the country is at 115 minutes a day, while global average is just 50 minutes a day. (Source: Millward Brown, Ad Reaction 2014) Meanwhile, Physical Education time in the country is just half of the global mean. (Source: UNESCO Survey of Schools, 2013) While a sedentary lifestyle in children is not a problem unique to the Philippines, it is especially pressing in the country. Research by the Department of Science and Technology indicates that 86% of students 11-18 years old are physically inactive. The percentage of overweight and obese children is also increasing year on year. (Source: Philippine Food and Nutrition Research Institute) From here, we see an opportunity to engage with moms more relevantly around solving this real world problem.