Milo: Champ Squad

Milo, a chocolate and malt powder drink, increased brand sales by launching a multi-platform campaign that addressed the issue of overweight and malnourished children in Indonesia.

Campaign details

Brand: Nestle/MiloLead agency: InMobi, Mindshare IndonesiaRegion: APAC

Objectives

According to a report by UNICEF, Indonesia's young children carry the worrisome double burden of both obesity and malnourishment. With 12% of children classified as overweight and another 12% classified as malnourished, the future of Indonesia is at stake.

Milo, the company behind the beloved nutritious drink, knew that they could help address this problem in a unique way. When they conducted research to gain further insight, they found that 61% of parents expressed concern that their children weren't getting enough activity.

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