Milo Malaysia: Breakfast

Milo, the market leader in health food drinks in Malaysia, gained new consumers by positioning itself as a more nourishing energy option for school children than milk.

Campaign details

Brand: MiloBrand owner: NestléLead agency: Ogilvy MalaysiaCountry: MalaysiaIndustries: Hot drinksMedia channels: Events & experiential, Social media, TelevisionBudget: 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...

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