Milo's TV commercials successfully linked the product with noble values: perseverance, willpower, and sportsmanship. This article will delve into the creative world of Milo advertising with its latest strategic campaigns and analyze the core elements that have contributed to its resounding success, helping the brand maintain its leading position in the market.
From cocoa drinks to the symbol of "sustainable energy"
Before delving into a detailed analysis, let's look at the general context. Milo, a Nestlé brand, has been present in Vietnam for a long time. But to become the "national drink" for children, Milo has undergone a systematic brand-building journey. In the early stages, Milo's TV commercials focused on rational benefits: delicious taste (from barley, milk, and cocoa) and energy provision. This is a common approach in the fast-moving consumer goods industry.
However, the biggest turning point for the Milo TV commercial was when the brand decided to shift its focus from "energy" to "sustainable energy" and associate it with "willpower." Milo no longer just helps children be "healthy" to play, but also helps them be "resilient" to pursue their passions, to learn from failures, and to cultivate the willpower of a champion.
This strategy is clearly demonstrated through the sponsorship and integration of images of school sports activities into all of the commercials. Milo's TV commercials don't promote the need to win, but rather the idea that "with determination, success is possible." The image of the mother is no longer just someone giving her child a box of milk, but a companion and supporter on their journey of self-improvement. This is the valuable "insight" that Milo successfully exploited: every parent wants their child to not only grow tall and intelligent but also to have willpower and perseverance.
Famous and impressive Milo TV commercials.
Each Milo TV commercial released has a clear strategic objective, targeting different customer segments or highlighting different product features. Below is an analysis of 7 typical TV commercials that demonstrate the diversity in Milo's approach:
1. TV commercial "Choose Milo, Give Your Child a Triple Advantage for Development"
This is a typical Milo TV commercial focusing on the product's tangible benefits. This 15-second commercial directly addresses parents' primary concern: their child's holistic development.
Message: Milo offers a "triple advantage" including:
- Tall: Thanks to Protein and Calcium.
- Energetic: Thanks to vitamins and energy.
- Concentrate: Thanks to Iron.
Strategy: Instead of simply talking about "energy" in general, this TV commercial breaks down the benefits into three clear, memorable, and scientifically-backed pillars of nutrition. The images in the TV commercial also clearly illustrate these three benefits, including children playing basketball (growing taller), running and jumping (being active), and studying (focusing). This is a direct, educational approach that convinces parents with logic.
2. TVC “A Million Great Gifts for Mom, More Strength for Children”
This TV commercial is an example of a promotional advertisement that cleverly incorporates the brand message.
Message: The focus of the TV commercial is the "Scratch and Text" program to win "millions of great prizes" (usually gold or other valuable awards).
Strategy: Milo understands that mothers are often the primary decision-makers and are highly sensitive to promotional offers. This Milo TV commercial taps into mothers' desire for a "good deal." However, the core message, "added stamina for your child," remains intact. The boy in the TV commercial is still full of energy after drinking Milo. This demonstrates Milo's consistency: even when running sales-boosting campaigns, they never forget to emphasize the value of "stamina."
3. TVC “MILO Powder – Unleash Your Energy!”
This TV commercial focuses on a specific product line, Milo powder, and a specific time of consumption.
Message: "Feeling overwhelmed this morning? Stir up some Milo!" The TV commercial positions Milo powder as the perfect breakfast solution ("stir up your energy for the whole day").
Strategy: This 20-second commercial targets family routines. Mornings are often hectic and chaotic. Milo powder offers convenience and provides energy for the whole day. The image of a fully stirred cup of Milo powder stimulates the appetite, while the image of an energetic boy at school reinforces the product's benefits.
4. TVC “MILO Dynamind – Stay Alert, Focused, and Meet Deadlines”
This is a strategic move, demonstrating Milo's expansion of its customer base.
Message: "Stay focused and alert to tackle those difficult deadlines."
Strategy: While traditional Milo commercials target children aged 6-12 and their mothers, the "Dynamind" commercial clearly targets a larger audience: teenagers and young adults, specifically Gen Z. The language used is very trendy, such as "meet the deadline." The product is fortified with Green Tea and Vitamin B. This is an excellent example of product diversification to meet the needs for mental focus and meeting deadlines, rather than solely focusing on physical energy.
5. TVC “Where there's a will, there's a way – MILO”
Of the 7 listed TV commercials, this one best exemplifies Milo's core philosophy.
Message: "Where there's a will, there's a way" – This proverb is perfectly intertwined with the image of children diligently practicing sports and never giving up.
Strategy: This is a purely branding-focused Milo TV commercial. It doesn't focus on nutritional content or promotions; it focuses on "willpower." Milo is positioned as a companion in the process of cultivating that willpower. This 30-second TV commercial has more depth, touching on the emotions and cultural values of Vietnamese people, creating strong empathy from parents.
6. TVC “Natural Energy for Taller Growth and Greater Reach”
A concise 15-second TV commercial focusing on a consumer trend favoring products with natural ingredients that are good and safe for health.
Message: Milo provides "natural energy" from barley and vitamins, helping children "grow tall and reach their full potential".
Strategy: In a market with many choices and parents increasingly concerned about ingredients, emphasizing the "natural" element is a smart move. It helps Milo solidify its image as a healthy, safe product with clear origins, in addition to its benefits for energy and height growth.
7. TVC “MILO Mini – Small Box of Milk, Big Power, No Need to Worry About Nutrition”
This Milo TV commercial introduces a special product segment: Milo Kids.
Message: "A small carton of milk packs a punch; you don't need to worry about nutrition."
Strategy: Milo realized that the standard 180ml carton might be too much for young children. They launched "Milo Mini" in a 115ml size to cater to this segment. The slogan "small but mighty" is both adorable and conveys that despite its small size, it still provides complete nutrition. This TV commercial demonstrates Milo's deep understanding of detailed needs, even in terms of serving size.
Factors contributing to the success of the Milo TV commercial.
From analyzing the 7 TV commercials above and looking back at Milo's entire journey, we can summarize 5 core elements that have contributed to the resounding and lasting success of Milo's TV commercial campaigns:
1. Consistent messaging and a single, overarching "Big Idea".
This is the most important element. Despite releasing dozens of different TV commercials each year, they all revolve around one "Big Idea": Milo is the enduring energy that helps children develop a champion's spirit through sports.
- "Persistence" is always a key word that comes up, whether in a promotional TV commercial or a breakfast TV commercial.
- Sports imagery (football, basketball, swimming, running) is the dominant setting in most TV commercials.
- The value of "willpower" ("Where there's a will, there's a way") has been elevated to a brand philosophy.
This consistency creates a strong neural link in the consumer's brain: Milo = Energy = Sport = Willpower.
2. Deep understanding of "dual" insights
Milo had to win over two target groups simultaneously: the user (the child) and the buyer (the mother). Milo's TV commercials did this brilliantly by speaking a unique language to each group:
- For Mom: Milo offers compelling reasons. Want your child to develop holistically? Milo has a "triple advantage." Worried about ingredients? Milo has "natural energy." Want to save money? Milo has "millions of great deals." Afraid your child won't finish it? Milo has "Milo Kids."
- For the child: Milo delivers energetic and "emotional" visuals. The TV commercials always have a fast pace, vibrant colors (the signature green), and exciting music. The children in the commercials are always cool, energetic, cheerful, and inspired to win (or to overcome themselves).
3. Smart strategy for diversifying messaging and products.
They understand that each segment has its own needs, and the 7 TV commercials above are clear evidence of this:
- Product variety: There are TV commercials for Milo powder, Milo Kids, and Milo Dynamind.
- Diverse messaging: There are TV commercials that focus on benefits, promotional TV commercials, branding TV commercials, and product/service TV commercials.
- Diverse target audience: From preschoolers and elementary/middle school children to teenagers.
This "personalized" messaging strategy helps Milo's TV commercials remain fresh and relevant to all customer groups.
4. Integrating the brand with school sports (360-degree strategy)
The success of the Milo TV commercial lies not only in the commercial itself, but also in its reflection of the brand's "real-life" commitment. Milo has been the largest sponsor of school sports movements in Vietnam for decades (such as the "Phu Dong Sports Festival").
When children participate in a Milo-sponsored basketball tournament at school, and then go home to watch a Milo TV commercial featuring them playing basketball, a deep and genuine connection is formed. The TV commercial is no longer just an "advertisement"; it is "the truth," a mirror reflecting the user's own experience.
5. High production quality and catchy music.
Undeniably, Milo's TV commercials are always meticulously produced. The visuals are sharp, the movements are smooth, and the sports scenes are executed with great drama. Milo's signature green color stands out, creating instant brand recognition.
Furthermore, Milo's music and slogans are incredibly memorable. From "The Champion Within" to "Enduring Energy," or simply the enthusiastic "Milo!" at the end of each TV commercial, these elements play a crucial role in firmly embedding the brand in the viewers' minds.
The journey of the Milo TV commercial is a textbook example of marketing. By building a consistent "Big Idea" (Energy – Sport – Willpower), deeply understanding the psychology of mothers and children, continuously innovating the message for each segment, and closely linking with school sports activities, Milo has transformed 15-30 second commercials into powerful, inspiring stories.
Milo's TV commercials, from those focusing on nutritional benefits and promotions to emotionally impactful videos, have all contributed to building a solid brand empire. They're not just selling a malt drink; they're selling a belief: a belief in enduring energy and in the champion that lies within every child.
English 
Vietnamese 
