Breaking campaign: Milo spruiks the magic ingredient
Singleton, Ogilvy & Mather has created a new campaign for Nestlé’s Milo which explores the main ingredients of the powder, malted barley.
Spearheaded by a 30 second TVC, the “Made from Malted Barley” campaign will extend to print, and is aimed at parents of children aged 10-18 years; the main consumers of Milo in Australia.
Through a range of images, the campaign explains that a combination of nutritious ingredients has helped give Australian kids the ‘energy to go’ for generations. Images of children growing up and playing sport are used to illustrate the power of Milo in helping children be strong and healthy. While images of Milo tins over time shows the 70-year history of the product.
The TVCs will run on FTA/STV and will appear in women’s titles such as Australian Women’s Weekly, Good Food, Good Health & Medicine, Woman’s Day and Good Taste.
Credits: creative directors Boris Garelja and Raj Rabindranath, copywriter Dominic McCormack, art director Liam Hillier, agency producer Lisa Ristuccia, account management Richard Carr, Alex Edwards and Corinne Lagis, planners Kunal Parikh and Errol Flannagan, production company Prodigy, director Dael Oates.
