Challenge
Milo is a much-loved beverage brand across Asia and Australasia, and has been for many years. Our challenge: to modernise the Milo brand so that it could re-energise kids’ success, and nourish their growth in sports and beyond.
Solution
Using a combination of client-supplied materials, our own research into category insights linked to consumer and cultural insights, we looked for opportunities to stretch the brand to encompass new products and brand partnerships, plus new ways to engage with children and parents.
Our focus was on key markets in Vietnam, Cambodia, Australia and the Philippines, and all research was correlated against these territories. We developed a series of Opportunity Areas that were mapped against existing category norms, and outwards to new consumer and cultural trends - and then workshopped the client to develop or discard ideas.
Each idea was then ranked and assessed against a series of criteria that helped shortlist the winning ways forward.
Opportunity Areas stretched from the near horizon, in-category ideas to further out-of-category partnership ideas, and were brought to life with further in-market research talking to other existing brand partnerships.
OUTCOME
Our Opportunity Areas were used to guide subsequent brand planning, and point to new brand partnership relationships for the next year.