Ogilvy Sydney: Milo lets next gen reinvent it

There used to be two ways to have Milo – hot in milk and cold in milk (the latter with the Milo forming a chocolate-y topping). Now a new generation is being encouraged to have Milo however they want it in Ogilvy Sydney’s new campaign that features the world’s largest, hot tub of MILO (world-record pending[1]).

Mix It Up aims to refamiliarise teens and young adults with Milo, while also introducing them to MILO PRO, a new protein product, and the campaign will cover digital platforms, social (including TikTok), and OOH.

Ogilvy Sydney group creative director, Andrew Hankin, commented, “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. 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.”

Ogilvy worked closely with Nestlé and UM to develop the audience strategy, campaign execution and campaign assets. Nestlé general manager of dairy, Rebecca Dobbins, stated, “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. 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.”