Categories
Marketing Featured Southeast Asia

MILO celebrates the ‘Malaysia Can-Do’ spirit this Malaysia Day

Kuala Lumpur, Malaysia – MILO Malaysia, together with Mediabrands Content Studio (MBCS), has released the #MalaysiaBolehBersamaMILO campaign to celebrate the Malaysian spirit of unity this Merdeka and Malaysia Day. The campaign is inspired by the ‘Malaysia Boleh’ (Malaysia Can-Do) spirit, encapsulated in the Malaysia Boleh sports cheer, which was coined by MILO for the SEA Games in 1993.

Since the said SEA Games, the MILO-originated slogan has been used by Malaysians as a chant for hope, fueling their never-give-up mindset, signifying MILO as a symbol of inspirational strength through the generations and serving to unite all Malaysians through the goodness of MILO.

Rudy La Faber, creative director of MBCS, said, “While people in Malaysia and abroad regularly cry out ‘Malaysia Boleh’ when supporting our nation, a lesser-known fact is that the slogan was coined by MILO in 1992 and in the following year, officially used by MILO for SEA Games. This legendary phrase is now etched in the minds and hearts of every Malaysian as a battle cry to uplift our spirits at major sporting events. We wanted to reinvigorate the power of this slogan and take it to new heights through inspiring stories of MILO, as celebrating the Malaysian spirit of unity is what #MalaysiaBolehBersamaMILO is all about.”

The campaign was flagged-off with the iconic MILO vans taking a nationwide tour, giving out over 20,000 cups of MILO nationwide to energise Malaysians to go further. The MILO samples are shared in cups that have been reskinned, the designs having been infused with elements that link to Malaysians’ memories of MILO. 

Catherine Yap, consumer marketing manager of MILO, said, “Over the years, MILO® has built and preserved a strong brand bond between Malaysians, and we will continue to champion and energise Malaysians with the nutritious goodness of MILO® for many more years to come. We hope the Malaysia Boleh spirit will live on and fuel Malaysians to go further in life, no matter what they set out to achieve. The MBCS team have managed to take the well-known slogan and give it a fresh new lease of life, with MILO® planted at the very heart of it.”

The campaign culminates in a live projection across the TS Law Tower, Malaysia’s first 360 LED building facade display, on the evening of 16 & 17 September. The Kuala Lumpur skyscraper will be illuminated in the iconic MILO green which symbolises MILO’s inspiration to continue fueling Malaysians with the ‘Energy To Go Further’.

A finale event in Dataran Merdeka on 16 September will wrap up the nationwide tour with special performances and energetic activities aligning with the MILO brand mission. The intention is to bring the nation together to celebrate the country’s significant milestone – the commemoration of the establishment of the Malaysian Federation in 1963 – showing the unity of a nation over the goodness of MILO. 

La Faber adds, “The creative direction for the cups and messages were inspired by grassroot conversations around MILO® and its iconic trucks and vans. These vehicles have become a gathering point for the nation that cut through every demographic, as they continue to excite and bring Malaysians together. It just goes to show you how MILO® has inspired generations in so many ways, and #MalaysiaBolehBersamaMILO continues to energise our Malaysia Boleh spirit!”

The campaign runs till 16 September 2022 and is further amplified across all social media channels. 

Categories
Marketing Featured Southeast Asia

MILO defines the Malaysian spirit of strength in latest film for Independence Day

Kuala Lumpur, Malaysia – Nestlé’s classic energy drink MILO tries to define what it really means to have the ‘Malaysia Boleh’ or Malaysia’s can-do spirit in its latest animated ad for the celebration of Merdeka and Malaysia Day.

Malaysia will soon be celebrating its country’s independence on Merdeka day on 31 August as well as on 16 September, which is the country’s official independence day. In time for the commemoration, MILO has partnered with Reprise Digital, Mediabrands’ digital creative agency to create an animated film that would bring tribute to the Malaysian spirit of strength.

Titled ‘Tetap Di Sisi Walau Berganti Generasi’, or which means ‘always by your side’, the ad highlights MILO as a symbol of strength that has stayed with Malaysians over many generations, which is a parallel to the 64-long historic journey of the country since it became independent in 1957.

MILO_MERDEKA

The ad answers the question, “So what would be the pillars of our strength be then?” The film shows that strength can be ‘given’ and shown in many different ways. It can be through the sharing in the happiness of each other and the fostering of a precious friendship. The ad also shows that strength can be passed on through random support from a stranger.

These were depicted through the cheers of a MILO cup, the sharing of blessings between friends and family through money that was carefully saved in a repurposed MILO tin, as well as the giving of food donations to those who need them the most.

Ultimately, the answer still lies in being able to have the ‘energy’ to overcome own challenges and to become a person for others, which has always been the brand’s slogan.

“Almost like a divine inner whisper, ‘We can;’ for within that energy, lies the strength to overcome challenges,” said in the film.

Reprise Digital’s Creative Director Eddy Nazarullah shared that what they wanted to convey in the film is the spirit of never giving up.

“Though the world has been put on lockdown, it is inspiring to know that nothing can stop creativity and the generosity of spirit which is Malaysians supporting Malaysians.”

“There are many who are struggling through hardships, Malaysians can and will get back up stronger. This film is meant to show the strength in spirit of Malaysians and serve to remind us that as a nation, we are unstoppable,” Nazarullah adds.

Meanwhile, Ng Su Yen, business executive officer of MILO, commented, “Although this year’s Merdeka and Malaysia Day is celebrated differently without the usual parade or fanfare, we want Malaysians to reminisce what we have accomplished together for the past 64 years and how we keep striving to create a better Malaysia.”

Ng Su Yen added, “The team at Reprise have managed to bring that message of hope that MILO brings of ‘staying by your side’ in special times.”

In addition to the film, MILO has also released limited-edition commemorative tins. MILO reimagines its classic tin with two new designs that have been customized by a local designer from ‘Loka made’ to portray the intrinsic culture of Malaysian’s heritage and lifestyle, “both in and out of home.”

Moreover, an augmented reality element has been incorporated by way of a QR code on the tins, with designs portraying the ‘Warung’ known as a roadside stall, and ‘Kopitiam’, a traditional coffee shop setting. 

As of writing, the film has already garnered over a million views since its official launch on 16 August. The digital-only campaign will be running until Malaysia Day on 16 September.

The limited-edition tins are available on both Shopee and Lazada.