Milo: Energy Nusantara – celebrating and preserving traditional Indonesian sports

Drink powder Milo transformed the perception of the younger generation towards traditional Indonesian sports while building meaning for its brand in Indonesia.

Campaign details

Brand: Nestlé IndonesiaAgency: Wunderman ThompsonRegion: APAC

Strategy

Objective

As one of the leading brands in the category, Milo wants to improve its overall brand equity by establishing a sense of meaning with Indonesians through sports. In order to fulfill this, Milo sought to identify potential emotive bonding opportunities to capitalize upon. And through research, we found out that our traditional sports were starting to be forgotten by the younger generation of Indonesia – as they couldn't keep up with the widely acclaimed and much more celebrated international sports. As such, we felt the...

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