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?
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%.
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.
estimated physical reach of in-stadium spectators
MILO packs distributed to AFL fans
Grassroots activations tastings over 16 weeks
Grassroots activations tastings over 16 weeks
