CLIENT
Nestlé MILO Vietnam
Le Thuy Phuong Hoa, Group Brand Manager - MILO, Nestlé MILO Vietnam
Le Thi Hoang Yen, Communications & Marketing Support Director, Nestlé MILO Vietnam
Ali Abbas, Business Executive Officer - MILO BU, Nestlé MILO Vietnam
AGENCY
Nguyen Tra My, Account Director, Ogilvy & Mather Vietnam
Thorsten Orth, Deputy Managing Director, Ogilvy & Mather Vietnam
Tom Notman, Executive Creative Director, Ogilvy & Mather Vietnam
BJ Galinato, Associate Creative Director, Ogilvy & Mather Vietnam
Martin Sutcliffe, Associate Creative Director, Ogilvy & Mather Vietnam
San Vu, Planning Director, Ogilvy & Mather Vietnam
SUMMARY
Milo’s consumption was stagnant, while other high-spending milk brands had started attacking the “energy” position. Milo needed to grow beyond its product story and stand for the true brand value: Sports as a great teacher for kid’s life success. However, Vietnamese moms thought sports were irrelevant to their kids’ future achievement. Instead of inserting sports as an add-on to its nutrition communication, Milo dedicatedly showed how sports could help kids become real champions in life. The campaign helped Milo grow again and become a much more relevant brand.
