NESTLE MILO - MODERNISING THE BRAND TO RE-ENERGISE KIDS’ SUCCESS
from much-loved brand to iconic brand experience
Challenge
Milo is a well known beverage brand to families across Australia and Asia, with a deep cultural heritage - and is currently positioned as an energising drink for sports in key markets. As kids’ nutritional needs are evolving to include mental and physical resilience, so the brand needs to evolve and support new activities beyond its core.
Our challenge: expand the brand beyond its core business towards new products, services and partnerships to strengthen competitive advantage and open up new revenue streams.
APPROACH
Working across key markets in Thailand, Vietnam, Cambodia and Australia, we combined category insights with consumer / cultural insights to develop an understanding of the opportunities afforded to the much-loved brand. This allowed us to push the brand and build on the core capabilities of the portfolio to step towards any whitespace that would provide growth and new ideas. Working firstly inside the milk drinks category, and then looking more broadly out of category at both kids’ activities and parental needs, we built a pack of opportunities areas that were evaluated against a series of criteria to allow the best ideas to surface.
Each opportunity area was used to explore how each key market might respond, with quantitative and qualitative research support each area.
Example of an opportunity area
OUTCOME
Our strategy presentation was used to feed commercial operations and brand planning for the coming year, influencing everything from advertising to brand partnerships across Asia.