MILO – Singapore

When the Milo brand was created in 1934, its name was chosen as a tribute to one of Ancient Greece’s most famous athletes. From the beginning, an emphasis has been on the nutrient-rich benefits the chocolate powder provides and its necessity in the lives of young children and high-performing sportsmen.

 

THE OBJECTIVE
How can we make Milo more convenient and provide market-leading features? Our team at Brandlab was tasked with the objective of increasing purchase and full 360 engagement with the brand as a whole

 

Design, iterate, and test
 Resulting in a feature-rich market-leading all-round sports application.
Like all Nestle products, Milo runs with the general company’s mission which is to become, ‘the world’s leading nutrition, health and Wellness Company. Their mission of “Good Food, Good Life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.’
VISION OF THE BRAND
Nestle sees itself becoming “a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, and preferred supplier selling preferred products.”

MARKETING STRATEGY

The product has positioned itself as an active brand in sports using strong elements like athletes and sporting personalities on the body of the tin and sachet. This is the reason why most adverts try to promote the importance of sports.

It is regularly promoted as a drink that enables healthy growth in young people especially children.

It has become known for its rich green colour which is used for all their advertisement, from TV to billboards.

The Milo brand is produced in different sizes in order to make the product affordable and purchasable to people of different class.