Milo milks OOH

Singapore - Nestle's Milo recently launched a campaign comprising of outdoor executions and in-store POS to communicate that it is a healthy drink and to increase consumption.

The main issue faced by the brand was although it is perceived as a nutritious drink, a majority of consumers, especially mothers, limit its consumption as Milo is chocolate-based hence considered to be a bit 'heaty'.

Milo wishes to change mothers' perception and habits to give the drink more often to their children and that they themselves will drink more Milo.

The campaign objective thus was to grow the size of the market by highlighting its ‘healthier choice' status conferred to it by the Health Promotion Board.

"The campaign idea of ‘Anytime is a Good Time' acts as a reminder that they can now drink the healthier choice Milo anytime, anywhere," Teo Heng Keat, marketing manager, Nestle Singapore, said.

The creative and media agencies responsible for the campaign were McCann Erickson and MindShare respectively.