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...