Nestlé: Sport is a great equaliser

Nestlé ran a multichannel campaign celebrating sport as an equaliser to protect share and create emotional resonance for its Milo beverage in Vietnam.

Campaign details

Brand: Nestlé VietnamAgency: OgilvyRegion: APAC

Strategy

Objective

It is perceived that boys are better at sports than girls or fat kids perform bad at sports, just because they are fat and special-abled kids are still restricted from showing their skills. (this sentence sounds too overclaim, can adjust wording a bit like 1 in ever 3 Vietnamese moms still perceive … ) For over 25 years, MILO Vietnam has held a strong belief that 'Sports is a great teacher' and teaches kids important values of persistence, determination and teamwork. But the role of sports...

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