Milo ‘mixes it up’ in Gen Z targeted campaign via Ogilvy Sydney
Ogilvy Sydney has unveiled a new campaign for the iconic Aussie drink, Milo, encouraging a new generation to ‘Mix It Up’.
Featuring a hot-tub full of Milo, the new campaign aims to remind teens and young adults of their childhood to reengage them, while also introducing Milo Pro, a new protein product.
It encourages Generation Z to put their own spin on ‘the perfect Milo’.
Andrew Hankin, group creative director at Ogilvy Sydney said the sustained and enduring campaign idea shows Milo in a different light – as not just a drink, but as a ‘vehicle for people to express their personal taste’.
“Whether it’s how you have it, or a special ritual, the individual ways of having MILO is something most MILO lovers feel fiercely passionate about,” said Hankin.
“So we created a campaign that celebrates that individualism and champions those that are adventurous and like to mix it up, particularly because we know teens are ‘remixers’ at heart, preferring products they can customise to express their personal tastes. We’re looking forward to a new generation of mixers making MILO their own.”
Nestlé’s general manager of dairy, Rebecca Dobbins, said the brand wanted to find a new way to engage with Generation Z.
“While MILO has been loved by Aussies for over 80 years, we wanted to take this opportunity to re-engage with the teen audience, with a platform bespoke to them,” she said.
“Mix it Up is a new creative platform that doesn’t just celebrate the different ways we all like to have our MILO, it’s an idea that celebrates our individual tastes. From being being splashed around the kitchen with a power tool or being mixed up in a hot tub, we’re excited about where this platform takes MILO next.”
The campaign will roll across digital platforms, social and OOH.
Credits:
Client: Nestlé
Creative agency: Ogilvy
Media: UM
Production company: The Barbershop
Director: Toby Morris
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