Issue
How can we strategically uplift the MILO brand across the funnel—focusing on driving trial, converting it into repurchases, and building long-term loyalty to successfully recruit 750,000 new households over three years?
Insight
63% of children participate in at least one organised sport outside of school hours. Participation in organised sport is highest among 9 to 11 years old’s at 68%.
Idea
Leveraging the brand strategy that aligned with ‘activity and sports’, we sought to create face-to-face experiences that cemented MILO’s proposition around active kids. Focusing on MILO’s AFL sponsorship, our mission was to encourage trial & tasting of MILO by targeting kids & parents at the same time.
Impact
1M
estimated physical reach of in-stadium spectators
100k
MILO packs distributed to AFL fans
130k
Grassroots activations tastings over 16 weeks
235K
Grassroots activations tastings over 16 weeks
+10%
REPURCHASE
+6%
Loyalty
+9%
Consideration
20%
OF TV COST WITH EQUAL AWARENESS
