The 30- and 60-second TVCs by Ogilvy & Mather drive the link between the brand and sports with a revised brand tagline of 'Energy to take on the future'.
Kantaporn Siriwittayacharoen, Ogilvy Thailand business director, said: "The objective is to make sport meaningful in the public's eyes. Since the global equity of Milo is all about sport, our task is to make sport go beyond physical strength."
The scene is set at a school swimming competition where the race begins and one child suffers from a cramp. The 'Milo boy' who is close to winning the race, stops and turns back to help the struggling child, completely forgetting about the race. The message being conveyed according to Siriwittayacharoen is "that kids can learn life lessons through sports".
The campaign is being supported by outdoor and in-store advertising and the brand will be conducting school sampling which they do every year. Milo's main competitor, A&B Food and Beverage's brand 'Ovaltine', has also recently launched a TVC in an attempt to consolidate its position as market leader.
Milo drives sport link with TVCs to raise Thai profile
Nestlé is emphasising the health benefits of its Milo brand through its association with sports to sharpen its edge in the competitive Thai market.