Manila, Philippines – MILO Philippines has launched a new campaign titled “My MILO Story”, highlighting personal experiences and memories associated with the brand among Filipinos.
The campaign was unveiled on 22 February at SM Megamall, centering on stories of how the brand has been part of sporting journeys and everyday routines, with a television commercial featuring pole vault champion EJ Obiena and tennis player Alex Eala, who has also been named the brand’s newest ambassador.
According to the company, the campaign seeks to highlight the role the brand has played in shaping shared experiences across generations, from childhood breakfasts to participation in sports initiatives such as the National MILO Marathon and MILO sports clinics.
Lawrence Lorico, vice president of marketing at MILO Philippines, said, “MILO® has always been more than just the Filipino kids’ favorite breakfast drink—it’s been a companion in the journey of every Filipino champion. Through the My MILO® Story campaign, we’re celebrating the incredible diversity of experiences that connect us all through sports, nutrition, and the MILO® brand that has fueled Filipino dreams for generations.”
The campaign also highlights the journey of Eala, who previously participated in the brand’s sports clinics and activities before becoming the first Filipina to break into the Top 50 of the PIF WTA Rankings.
Lorico added, “When we started discussing the campaign to Alex, she was immediately on board. She understands that her own MILO® story can inspire others to start from grassroots to greatness. MILO® and Alex share the same belief that everyone who’s ever dreamed of becoming an athlete will want to express how this iconic brand has–in one way or another–inspired their journey.”
Several sports figures were also present at the launch, including representatives from the Philippine Sports Commission and the Philippine Olympic Committee.
Alongside the campaign, the brand announced an expansion of its sports initiatives nationwide. These include enhanced editions of its sports clinics and the National MILO Marathon.
As part of the marathon’s 50th anniversary this year, the brand is introducing ‘Champ Run’, an initiative developed in partnership with the Department of Education. The programme aims to encourage children to take up running while promoting safety and age-appropriate participation.
Moreover, the initiative will feature 35 Champ Run events, alongside 15 scheduled MILO Marathon legs and 10 community runs, bringing the total number of races organised by the brand this year to 50.
MILO Philippines is also encouraging the public to share their brand-related stories on social media.
