Milo SG marks 75 years with plushies that look good enough to eat

Following the launch of its beloved Milo van sachets earlier this month, Milo Singapore has launched exclusive plushies inspired by local food favourites, in line with the brand's 75th anniversary in the country. 

In a series of Instagram posts, Milo shared images of the "breakfast party", including "Milo 'peng' ('ice')", "Milo cup", "Milo tin", "kaya toast" and "soft-boiled eggs". 

"We will continue to serve you for many generations to come, with milk, malt, vitamins and minerals to give you the energy to go further," the caption read.

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In a separate post, the brand unveiled the Milo "breaktime party", which features three additional plushies showcasing Singaporean delights, including "Milo packet", "gem biscuit" and "bun". 

Over the weekend, Milo fans around the country swarmed their local supermarkets to get nab the exclusive plushies, with many buying the drink packs in bulk. 

"Milo has always been an iconic part of the Singaporean life- especially when it comes to breakfast and breaktime moments. These locally designed plushies reflect our special way of life here in Singapore, that we hope our shoppers will resonate with," said Alene Ee, business manager for Milo Powder and Milo Ready-To-Drink, Nestlé Singapore.

In conversations with MARKETING-INTERACTIVE, a Milo Singapore spokesperson said with the Singapore exclusive launch, the brand decided to leverage local conversations as part of its plan, leading to the idea of launching the plushies as party candidates on Nomination Day. 

This isn't the first time Milo Singapore has channeled its local spirit. In September last year, the brand brought an element of fun to a morning cup of Milo with its limited-edition cup clips. The five cup clips featured familiar Singaporean Milo lovers, each working on a different step in preparing their cup of hot Milo.

In 2023, the brand looked to celebrate Singapore's spirit of excellence with a range of limited-edition MILO special edition sachet packs. The packs featured six curated designs that aimed to encapsulate the unique spirit of being Singaporean. 

Alongside the sachets, MILO also released a special brand film illustrating some of the six different words such as a mother who is 'chiong-ing' and trying to wake her son up in the morning or a 'stylo' office lady who is preparing for a big presentation, all with MILO at the ready to fuel them. 

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