The social responsibility-style campaign, by Ogilvy & Mather Malaysia, targets parents educating them about the value of sport for their children under the banner ‘Grow in sports’.
“In Malaysia, there is strong will from parents for their children to succeed. The strategy taps into that will, and emphasises the role sport has to play in children’s lives,” said Daniel Comar, executive creative director of Ogilvy & Mather Malaysia.
The campaign is part of Milo’s long-running association with sport, which began when the brand first launched in Malaysia in 1950.
Milo is one of the country’s most widely-consumed drinks, and a large proprotion of Malaysian homes are stocked with the product.
