Campaign details

Brand: Milo
Brand owner: Nestlé
Lead agency: Ogilvy Malaysia
Country: Malaysia
Industries: Hot drinks
Media channels: Events & experiential, Social media, Television
Budget: 500k - 1 million

Executive summary

Nestlé's Milo, the market leader in the malt beverage drinks category, gained new users by targeting an adjacent category. Struggling to find room for growth, Milo identified that liquid milk was a growing category, and to increase consumption it would need to replace milk as the favourite breakfast beverage. Instead of changing proposition to be closer to milk, it leveraged its nourishing energy promise with a relevant insight that talked about the gap in a mother's perception of the amount of energy her child needed for school. This helped the brand increase association with breakfast while taking throat share from the milk category.

Market background and cultural context

More than a malt drink