When your brand is THE staple drink of every kid in the country, chosen by mums for its nutritional, energy-giving properties, entering the beverage world of teens, a polar opposite world of lifestyle, out of home and social consumption seemed like an impossible task.
As a brand that stood for nutrition and energy, MILO’s 60 year legacy was that of a ‘must have’ drink to give to growing up children in Malaysia. But being the No. 1 choice for mums also made MILO one of the least preferred beverage choices for teens desperate to shed their ‘kiddy’ image.
Despite having the right ready-to-drink, canned format for teens who spent most their time out of home, sales for MILO Cans were stagnating after the initial success of its ‘Next Games’ campaign in 2011.
This entry describes how MILO Cans successfully leveraged its learnings from the previous year to seize the attention and imagination of teenagers nationwide with ‘Twisted Football’.
Our strategy, “Empowering teens to redefine the game” was activated where it mattered most to teens; online and on-ground with an integrated campaign that seamlessly blended on-ground activation, ambient media, digital content and social media into an engaging experience that invited teens to reappraise MILO.
Twisted Football shattered every KPI set; recruiting nearly 140,000 new Facebook fans, increasing trial amongst teens to over 67%, raised average monthly volumes by almost 10% (beating Coke by a wide margin) and ultimately sold over 430,000 more MILO Cans compared to the previous year.