MILO Champ Squad Trade Launch

MILO, a beverage produced by Nestle, launched a geo-targeting mobile campaign to promote its drink product as a healthy choice for families.

Campaign details

Brand: NESTLE/MILOLead agency: Mindshare IndonesiaRegion: APAC

Objectives

MILO, which positions itself as a nutritious energy beverage, aims to dial up the proposition among its target audience to increase penetration.

In 2016, following up one of its flagship activities "Champ Squad" run of MILO Jakarta International 10K, MILO went on to launch the sale of its Champ Squad band in trade channels. The band, which was sold in bundle with MILO product, was aimed at strengthening the brand equity and addressing the target audience's key concern of monitoring their children's nutrition status in real...

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