Rationale & Brand Analysis

Rationale

Milo brand is the world’s leading chocolate malt beverage that is made with hot or cold milk or water. It has been renowned as an energy beverage strongly associated with sports and good health.  It is targeted at children aged 7-12 years and fellow parents and caregivers. I wanted to convey Milo’s Warm-hearted positive attitude towards nutrition, physical activity and sports whilst being related to the product directly through the makeup of the product. I did this by creating a character that is a barley grain, the core ingredient in the drink.  I crafted his personality to be fun loving, energetic, active and determined this mirroring the current images used for promotion and the desired consumer’s personality. To make him relatable and “Cool” to kids and parents alike I also incorporated a slight humorous side to the character by making his attitude quite boisterous and cheeky. My aesthetic model was the show Happy Tree Friends created by  Aubrey Ankrum, Rhode Montijo and Kenn Navarro, this would be a nice aesthetic to represent Milo as the characters in the show despite the some of the horrible quite sadistic storylines in the show, they are very lovable by all ages and have a nice clean cut vector look that would suit the current look of the Milo Brand and  Advertising. The colour palette chosen was quite easy as the main palette used for milo is green brown and white so I used shades of brown similar to barley grains which would fit in nicely with the brands current look and wouldn’t not be jarring to the consumers view of the product. His name is Harley the Barley and his quite specific characteristic allows ease of additional sub characters that could be introduced. Harley expresses a positive, inspirational, champion spirit which are the ethics that Milo wants to pass on to every child.

Brand Analysis

MILO is the delicious, nutritious chocolate malt drink that provides energy and “The inspiration to bring out the champion spirit in every child, every day”. The highly trusted and popular Milo brand is the world’s leading chocolate malt beverage that is made with hot or cold milk or water. It has been renowned as an energy beverage strongly associated with sports and good health.  It offers essential vitamins and minerals to meet the nutrition and energy demands of young bodies and minds. MILO was developed in the 1930s during the depression as a direct response to the fact that children were not receiving enough nutrients from their everyday diet. Discovered by Thomas Mayne an engineer for Nestle, he used local milk knowledge and Swiss cocoa expertise to create the beverage. The drink was named after Greek mythical character Milo of Croton from 6th century BC who was a celebrated and prosperous wrestler. MILO was launched in 1934 at the Sydney Royal Easter show in an area used to showcase new products to the public. It is Highly Popular in Asia Pacific but also has been introduced and marketed to many other nations from its great success since the 1930’s and its simply genius versatility and efficiency of being made so easily with only needing water, allowing anyone reap the health benefits of the nutritious drink.

Target Audience

Primary – Children aged 7 – 12 years who live an active lifestyle.

Secondary – Mum’s who want their kids to have a health and active lifestyle.

Notable – Milo is so popular and loved that it is a favourite to all ages and is consumed by large quantity of Adults too. This may be from growing up as a child with the drink.

Milos Brand Core Values:

1 - Wholesome Nutrition

2 - Everyday Energy                    

3 - Unique Taste

4 - Success

In helping to nurture strong kids, Milo brand supports nutrition and sports programmes in many countries.  The programmes provide their target market of children with the opportunity to learn various sports skills, make new friends, develop team skills and have fun. It’s part of Nestlé’s commitment to The Nestlé Global Healthy Kids programme. It is marketed and sold in many countries around the world but also is manufactured in different ways with different unique tastes, physical appearance and consistencies to each country. Most commonly sold as a powder in a green tin, Milo is available as a premixed beverage in some countries, and has been subsequently developed into a snack bar, breakfast cereal and energy drink. The Current Advertising and Marketing of Milo is conveying the idea that “You gotta be made of Milo” suggesting to Kids and Parents that it is essential sustenance for young kids to grow and develop their young selves. Aesthetically Milo has been using a lot of clean vector graphics alongside sports media and staged consumption.

Milo are a very positive brand and assist kids to grow to be smart, healthy, successful adults.