Campaign details

Brand: Nestlé Milo
Brand owner: Nestlé
Lead agency: Ogilvy & Mather
Contributing agencies: Mindshare
Country: Malaysia
Industries: Milk & dairy drinks
Media channels: Online display, Online video, Social media
Budget: Up to 500k

Executive summary

Faced with a cultural shift towards academic success, Malaysian drink brand Milo's brand belief in holistic development, building character through sports and sporting values was losing relevance in the eyes of mothers.

This case study describes how Milo created a social experiment that faced "tiger parenting" head on and rallied mothers behind what really mattered in the long run; nurturing the spirit of never giving up in their children.

By taking a controversial stance on a contentious topic among parents, Milo generated 4.5 million views, provoked over 24,000 engagements and raised brand preference by 13%.

Market background and cultural context

More than a malt drink