Milo: Milo Activ Academy

Rommy Pantouw, Aditya Sofyan

MILO, the beverage powder, stepped in to help out homebound parents, children and physical education teachers during the pandemic in Indonesia.

Campaign details

Brand: Milo Brand owner: Nestlé Entrant company: Dentsu XIdea creation: Dentsu X Jakarta Market: Indonesia Sector: Milk & dairy drinks Media channels: Social media, Online video, Television & Connected TV, Word of mouth, Influencers, KOLsBudget: 500k - 1 million

Executive summary

MILO had the highest market share for the Chocolate Malt Beverage category in 2020. Its success was due to promoting a healthy and active lifestyle to Indonesian families. The pandemic then made way for unhealthy lifestyles and eliminated consumption habits due...

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