MILO has unveiled a new integrated campaign to promote its limited edition MILO van collectibles. The campaign created by The Secret Little Agency, was launched earlier this month, depicts Singapore’s well known love affair with the Milo van and has fun with the insight that Singaporeans love a good queue.
Chow Phee Chat, director, marketing communications and corporate affairs of Nestlé Singapore said: “The frenzy is real, and the response has been encouraging. It’s great to Singapore showing so much love for the MILO van."
“Everyone knows and loves the MILO van, so our task was really to ramp up this unique, Singaporean insight of queueing in a funny and ultimately memorable way,” said Mavis Neo, creative director at The Secret Little Agency.
The MILO Van collectibles’ campaign was launched earlier in stores this month with five different designs which reflect the brand’s rich heritage in Singapore. The collectibles feature the 1950s, 1970s, 1980s, current MILO Van as well.
The spot has already gotten 293 shares and 2.4k reactions on Facebook, since its launch on 13 March.
Meanwhile, an even hilarious spoof has been created by SGAG: