Ho Chi Minh, Vietnam – Nestlé MILO has launched a new campaign in Vietnam aimed at increasing visibility for lesser-known sports during the 33rd Southeast Asian Games, marking a shift in how the brand uses its iconic green packaging.
The campaign, titled “See Games Equal”, seeks to highlight sports that typically receive limited media attention compared with football and basketball, which have long dominated coverage in Vietnam and across much of Southeast Asia. As part of the initiative, Nestlé MILO is featuring athletes from sports such as sepak takraw, jujitsu and pencak silat on its product packaging for the first time.
For decades, MILO’s green packaging has prominently featured mainstream sports, reflecting their popularity among young consumers. Under the new campaign, the brand has repurposed that space to showcase athletes from lesser-seen disciplines, with the updated packs rolling out nationwide in Vietnam.
To launch the initiative, Ogilvy Vietnam and Nestlé MILO organised a green-screen shoot involving more than 30 child athletes from across the country, representing a wide range of sports. According to the companies, the shoot was conducted without scripts or staged performances, capturing the athletes performing their sports, with the resulting images incorporated into MILO packaging.
The campaign also departs from standard brand guidelines by allowing participants to wear their own training attire, a move intended to reflect the authenticity of each sport. A film associated with the campaign aired during SEA Games football matches, a period of peak viewership, and is currently running across major television networks and cinemas in Vietnam.
As the SEA Games continue, Nestlé MILO said it plans to extend the initiative nationwide, giving more children from different sporting backgrounds the opportunity to appear on its packaging.
Le Bui Thi Mai Uyen, business executive officer of Nestlé MILO Vietnam, said, “At MILO, we believe that no matter what sport kids choose, they can grow from it. Every effort deserves to be celebrated. The same MILO green pack that inspired generations of football and basketball players will now become the source of energy and inspiration for the next Ju-Jitsu or Woodball athletes.”
Meanwhile, Tra My Nguyen, managing director of Ogilvy Vietnam, commented, “Generations of Vietnamese kids have started their mornings with a MILO green pack in hand. Now, they’ll see their own sports proudly displayed on the packs they’ve grown up with. And who knows, one of the young athletes MILO featured today could become tomorrow’s SEA Games or even Olympic champion.”
Tran Ngoc Thanh, a Vietnamese tug of war athlete competing at SEA Games 33, said, “When I learned about this campaign, I was deeply moved. Our sport (tug of war) has grown through a long, quiet journey – self-funded and self-sustained. It wasn’t until See Games Equal that we finally felt seen.”
Creative duo Thy and Vu from Ogilvy commented, “Sport becomes equal only when we see all sports as equal. The SEA Games include some of Asia’s most beautiful and culturally rich sports that simply don’t receive enough love. This campaign gives them the spotlight they deserve.”
Beyond the current SEA Games, Nestlé MILO Vietnam said it plans to continue integrating a wider range of sports into its packaging, positioning its green pack as a long-term platform to promote sporting diversity and recognition among young athletes in the country.
