Malaysia – MILO Malaysia, in collaboration with creative agency Mediabrands Content Studio (MBCS), has launched a campaign commemorating the upcoming Merdeka and Malaysia Day.
Launching a film, MILO truck activation, and contest, the campaign highlights the essence of “Malaysia Boleh” or the Malaysia can-do attitude.
The campaign’s film titled “Dulu, Kini, Selamanya, Demi, Malaysia,” which means “Then, Now, Forever, for Malaysia,” bears a nostalgic theme that highlights the fighting spirit of Malaysians during key events.
“Malaysia Boleh’ has served as a battle cry for Malaysians near and far and was coined by MILO for the SEA Games in 1993. Since then, it has served as a beacon of hope and inspiration that unifies the nation and strengthens our resolve to do better, be better. Malaysians have faced insurmountable challenges and setbacks through the years. Yet through all the obstacles we face daily, Malaysians have risen from the ashes to prove our mettle and show what we’re made of. Together, we have persevered with an unshakeable fighting spirit, and MILO has been with us through it all. #MalaysiaBolehBersamaMILO, for all time,” MBCS creative director Rudy La Faber said.
“MILO is very much part of the fabric of our nation. We are proud to have consistently played a role in Malaysia’s history, through all our highs and lows since 1950. This spirit of Malaysia Boleh Bersama MILO is one which drives all Malaysians to stand united and strong. The MBCS team have built upon this slogan, cementing the brand love of MILO into the hearts and minds of all Malaysians. It is our promise and wish to fuel Malaysia for many more years to come with MILO, and we’re excited to be able to respond to requests by Malaysians for MILO Trucks to visit their locations,” Ng Su Yen, business executive officer of the MILO Business Unit, said.
The campaign begins on Malaysia Day, Sept. 16 to 30, and can be viewed on various digital channels, television, and radio.
