Beverages (Non-Alcoholic & Alcoholic)

Bronze
CAMPAIGN
MILO Cans Twisted Football
AGENCY
Ogilvy & Mather
CLIENT
Nestle Products
BRAND
MILO
DETAILS
CAMPAIGN SUMMARY

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.
CAMPAIGN
Recyclass
AGENCY
Ogilvy & Mather Philippines
CLIENT
Mondelez Philippines
BRAND
Tang
DETAILS
CAMPAIGN SUMMARY

After years of erratic sales (-1.1% in 2012 vs. previous year) and declining category growth (-8.3% in 2012 vs. previous year), 2013 proved to be a breakout year for Tang Philippines. The brand achieved its highest ever imagery score on “favourite of kids”, “Brand Used Most Often.” More importantly, Tang grew amidst category stagnation (with +4% value sales growth). This reversal was made possible by a marketing communications platform that empowered Filipino kids to help other kids through Tang.
 
This is the story of how sustainability is a cause that has no age restrictions.
This is the story of Tang Recyclass.
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