Ad Nut
Mar 21, 2017

The town comes to a halt when the Milo van arrives

A campaign for Milo van collectibles by The Secret Little Agency features no Milo van.

The frenzy that surrounds the Milo van in Singapore is really quite simple—the frothy cold Milo that it dispenses is a class of its own, inspiring long queues and discussion threads on how it recreate the drink at home. 

In fact, the cold, chocolatey malt drink served in tiny cups is quite a rare thing as the Milo vans are usually booked for special occassions such as school sports days. Ad Nut totally gets the excitement of the lady in the video, bearing news of the elusive green truck's arrival. 

Nestle has tapped into the nostalgia that Singaporeans have attached to the Milo truck in the past, with notable success. In 2015, Milo announced a limited-edition release of Milo Ice Energy, which it claimed to be the "Milo van recipe" as a "gift" for Singapore's 50th birthday. Milo again made headlines when it rolled out its green trucks in response to Sing! China finalist Nathan Hartono's promise to his fans to rent a fleet of Milo vans and treat them with iced Milo if he won the competition.

Ad Nut prefers the real thing to the collectibles; a cold cup of Milo from the tap of the truck would be a nice complement to this mashed up video.



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