When MILO matters most

MILO wanted an integrated idea to engage their broader audience through owned, earned and paid media channels.

Our campaign asked Australians to share all the moments they’ve had with the brand, showcasing the love and occasions when milo matters most.


Deepen MILO’s connection with its audience by engaging them across multiple media channels to share personal stories and rituals involving MILO, reinforcing the brand’s place in Australian hearts and homes through shared memories and moments.

The insight

It’s the recollection of memories that serve as the true source of value people attribute to a brand. For everyday Australians, it’s the moments associated with their MILO ritual that make their lives a little bit richer. It’s a bond that can’t be replicated.

The idea

We created a series of campaign assets that were rolled out across MILO’s digital channels, calling on fans to voice the rituals and occasions they have shared with MILO using the hashtag #ItsgottabeMILO for the chance to win an unforgettable sporting experience.

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