Background
Following a period of brand stagnation, there was little understanding about the role that Milo played in a modern family’s life. As a result, it was being pulled off shopping lists and pushed to the back of the pantry. We were tasked with reinvigorating the brand’s connection with mums and kids alike, bringing recognition to the physical and developmental benefits that both experience through their children’s involvement in sports. We wanted to show how Milo was there to provide kids and their parents the energy and encouragement they needed to persevere.
Old Milo Ad
Challenge
Milo was increasingly becoming seen by mums as more of a treat and not as the fortified supplement that helped their kids display the energy, confidence and nutrition they needed to take away the invaluable life lessons learned through activities like sport.
Social Content
Insight
In mum’s eyes, kids are at their best not when they’re winning, but when they’re applying the lessons and values mum has tried to impart on them, on and off the field.
Mum reacting to her son’s love.
Solution
A content series was produced showing mums and children being interviewed. It detailed the hopes and dreams of parents, the efforts they undertake to provide positive examples for their kids, and in turn, how their kids appreciate and embody the values their parents have tried to teach them.