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.

 

Topics

Related Articles

Just Published

27 minutes ago

How Giant gives the people what they want: $16 ...

Dairy Farm’s Southeast Asia marketing chief on the radical idea of permanently lowering prices and going against hype- and promotions-driven marketing.

28 minutes ago

Can Japan recognise strength in diversity?

Japan’s concept of what it means to be Japanese remains overly narrow. But some signs point to more inclusion and acceptance of diversity in background, mindset, struggles and choices, writes the co-CEO of Yuzu Kyodai.

1 hour ago

Cathay Pacific tries to give vaccination rates a ...

The airline encourages staff and Hong Kong people to get their jabs so they can get flying again.

1 hour ago

Women Leading Change Awards shortlist revealed

See the women and companies shortlisted for the fifth annual awards, the winners of which will be announced on June 8.