headphones

kpop

bts

seventeen

charity

save the rainforest race

clothing

music

football

netball

volleyball

anime

swimming

nature

beach

waterfalls

resort

island

cars

hills

picnic

flowers

rings

nail art

perfume

romance comedy

suspense story

hoodies

shoes

dogs

albums

writting

books

spring

pistachio

chocolate

rice

dance

movies

taekwondo

MMA

gym

camera

colouring

museums

hats

malaysian food

coffee

milo

panadol

loratadine

heating pads

mirror

korean skincare

moscato

white wine

flo

tide

moovit

fossil watches

sketchers

contemporary art

hip hop

racing

army bomb (kpop lightstick)

lip balm

wet tissue

tissue

eclips mint

honey butter chips 

matcha

soft serve

chicken rice

earrings

pearl necklaces

bed 

throw blanket

pasta

lip gloss

This article examines the Internet-based marketing tactics used by eight leading Australian food companies that produce and distribute foods that children mainly consume in light of the role that food marketing plays in influencing dietary patterns in children. Among the eight food companies, seven have websites devoted to children and teenagers, offering downloadable materials and extensive direct marketing. The Milo website (www.miplace.com.au) provided teenagers with the opportunity to upload their sporting videos and photographs. It shows how Milo engages with its consumers by including them in their community. It would be similar to Milo's Hot vs Cold Debate Campaign, in which MILO successfully leveraged a highly receptive and engaged audience to generate conversation and grab millions of attention people to choose their favourite side and share what they would like their Milo to be. By leaning into culturally relevant moments, MILO brought Aussies together to start conversations and ultimately keep the brand top of mind. This would help me as I understand that to make my video stand out, I would have to make my consumers feel included and engaged when watching my video.

Khandelwal, M., & Kothari, R. (2023). THE BRAND LOYALTY AMONG EXISTING CUSTOMERS OF NESTLE INDIA. International Research Journal of Modernization in Engineering Technology and Science, 5(3), 596-600.

This research examines consumers' loyalty to Nestle products in India. The research mentions that Nestle is certified halal, which caters to most of the consumers in India. They also mentioned that people of all ages would drink this energy drink in India as it is reasonably priced. Furthermore, it was a drink that tasted good and had all the healthy nutrients needed for the body at the same time. Therefore, by providing consumers with a large selection of high-quality, wholesome food options at reasonable prices, Nestle can build brand loyalty among consumers in India. This helps me better understand why people would purchase Milo rather than another brand of chocolate energy drinks and the features of Milo I should include when making my promotional video for Milo.

Phillipson, L. J., & Jones, S. C. (2008). I eat Milo to make me run faster: how the use of sport in food marketing may influence the food beliefs of young Australians.

The paper discusses the marketing strategies used by leading Australian food companies producing and distributing foods primarily for children and consumer response to these strategies. A key focus of the study is the use of sports and sporting celebrities to promote food products and their influence on young people's food attitudes and preferences. From this study, I can take from is that children would categorize eating chocolate as unhealthy, but drinking a chocolate energy drink that iconic sports celebrities advertise as the healthier choice of living. The use of sporting celebs is important in Milo's marketing strategy as it would influence a child to make their parents buy the drink as it is a healthier option.

Stevens, S. K. (2009). Nestlé Milo. Australasian Accounting, Business & Finance Journal, 3(3), 8A–11.

In this article, the author discusses Nestle's Milo's marketing ethics in Australia. Several ethical aspects of Nestlé's Milo drink marketing are discussed. Nestle approaches food marketing to children in a way that affects children's food preferences, purchase requests and consumption (Jones & Reid, 2008). For example, Nestlé MILO uses brightly coloured packaging, celebrity tie-ins such as Adam Gilchrist and Michael Clarke and contests to attract the younger audience. The purchasing power of young people heavily influences the purchasing power of adults, so marketing to children is economically advantageous since a more significant market can be captured. MILO advertising campaigns have also been targeted at parents who are planning to buy their children MILO products, associating them with patriotism, love, and history. In other words, it is not marketing to children but for children instead. As a result, I could use a suitable font, colour, or word choice for my promotional video to attract my target audience, whether it would be the younger audience or the adults.

Vander Schee, B. A., Aurand, T. W., Pickens, T., Ma, M., & Girap, A. R. (2011). NESTLÉ: BRAND ALLIANCES IN DEVELOPING MARKETS. Journal for Advancement of Marketing Education, 18(1), 32–38.

This paper discusses Communication-Based Co-Branding and how Milo became associated with a marathon event in the Philippines. In 1974, Manila Philippines inaugurated the National Marathon, but ten years later, MILO helped popularize running as a sport and associate its brand with a healthy hobby. By then, the MILO Marathon had become the largest running event in that country, attracting runners of all ages. Moreover, funds raised through these events were utilized to provide running shoes to thousands of underprivileged school children in the Philippines. Nestlé Philippines' sales have grown at a steady 4% for the last ten years, demonstrating Nestlé's success in promoting the MILO Marathon. It is for this reason that I found this paper to be extremely useful in understanding how Nestlé selected the right product and marketing strategy.

During the two-month long campaign, Twitter’s polls and conversation card saw over 4.3 million Tweet impressions with avid fans right across the globe picking their favourite side.

And when it was the last chance to have a say, over 15K votes were casted, which added to a total of 36K votes cast over the duration of the campaign. 

By leaning into culturally relevant moments, MILO was able to bring Aussies together to start conversations and ultimately keep the brand top of mind.

https://marketing.twitter.com/en_apac/success-stories/milo-gets-australia-buzzing-with-the-milohotvcold-debate

The name derives from the famous Greek athlete Milo of Crotona, after his legendary strength. 

https://www.manchesterhive.com/display/9781526163455/9781526163455.00016.xml

1. PROTOMALT-a malt extract with a mixture of different
Carbohydrates that provides energy and nutrients the body needs.

2. ACTIGEN-E -a combination of 8 vitamins and 4 minerals which helps in the optimal release of energy.

3. Natural Goodness-of malt, skimmed milk, and cocoa.

4. Protein- Protein is one of the micronutrients that is important to built and repair body tissue.

• Brand itself.

• Product quality.

• Energy drink.
Value for money.

• Worldwide

• Eco-friendly package

• Part of Nestle(reputation) funds used for nestle promotion.

• Unique selling point.

• Big sales

• Available in different flavor.
main focus is on chocolate energy food drink.

• One product for 2 different age categories.

• It is available in different shapes and types.

2. Weaknesses.

• Not enough investment in milo.

• Packaging(design of tin + labeling)

• Not innovative - Only one flavour

• Low Research and Development from the brand

• SUGAR IN MILO - Malaysia was recently ranked the fattest country in Asia

  https://worldofbuzz.com/heres-need-know-viral-milo-sugar-controversy/

3. Opportunities.

• Increased media availability (Mobile/internet)

• Increased fitness industry.

• Increase awareness of health and fitness.

• Sponsorship (through sporting events) (E- sports included).

4. Threats

Milo has many formidable competitors.

• Competition.

• Competitors could use aggressive marketing tactics cut prices/ increases promotion

• Competitors bring out similar products.

• Competitors have diversity in packaging (bottles pouches, cans, etc - Horlicks , Ovaltine

• Milo is Just Like Coke https://www.runsociety.com/food-nutrition/is-drinking-milo-as-healthy-as-you-think/

• Maltodextrin and Diabetes. 

  Maltodextrin may cause a sharp increase, or spike, in people's blood sugar shortly after they eat food containing it.

CHOCOLATE is usually assumed to be an unhealthy ingredient, however;

• "I eat Milo to make me run faster": 

  How the use of sport in food marketing may influence the food beliefs of young Australians 

  https://ro.uow.edu.au/cgi/viewcontent.cgi?article=3332&context=hbspapers

Representation of Milo

1. POWDER

   • Represents the soil = GOOD SOIL GROW PLANT WELL

2. PROTEIN BAR

   • Represents the bricks = USED AS A SOLID FOUNDATION TO BUILD A HOUSE

Nestle

NESCAFE FOR ADULT

• Milo is the Nescafe ("coffee") for young adults - to make all communities feel included.

KITKAT, A CHOCOLATE BRAND UNDER THE NESTLE

• Milo is a healthier option of chocolate that tastes similar to a KitKat

NOT ONLY DRINK BUT ICE CREAM

• can be eaten not only for breakfast but as a dessert as well!

Milo gives us the energy to make us:

• Have ideas

• To be fit

• To be strong

• To feel young?

This is an advertisement MILO Malaysia did to convey a message to 'Share your task that needs the energy of MILO #MiloForAll'. This video inspires me as it managed to grab my attention by making the video flow nicely through the screen by combining clips of different people drinking their choice of Milo in other cups in just one scene.

This is an advertisement MILO Malaysia did to convey to parents how important it is for their child to have a balanced nutrient intake with Milo so that they can start and end their schooling day full of energy. This video inspires me as it manages to drag the eye of the audience with the smooth transitioning of the video. I like the idea of the kid walking out of the screen and into another scenario very smoothly.

This is an advertisement for Milo Australia's old TV commercial from 1988 advertising the "Nestle's Milo" slogan " You Gotta Be Milo Made of Milo". I like this approach of Milo's ad as it is slightly different from the rest. Usually, Milo ads start with being energised and strong throughout the day, but this video portrayed a reversed cycle of that. This child had a bad day throughout his school day, like getting chased by a dog or hitting his head. However, by the end of the day, he is greeted with a cup of Milo, which uplifts his mood, and he continues his day feeling great.

https://fontsplugin.com/google-fonts-futura/

This presentation gives an overall look at the brand Milo and has included the colour scheme used for the Milo logo, which is Green (#0ba13b), Yellow (#ebc007), Brown (#763c29) and Red (#e30613). This would help with my promotional video as I would know to focus on the colour green, which symbolises health and growth.

This post in Quora shows how the author has tried identifying the closest font to the one used in the Milo Logo and has found that the Hussar Gothic Oblique font that was created by 'Cannot Into Space Fonts' highly resemble their logo. Since Milo's font was custom-made, this makes it so much easier for me to find a typeface similar to the one that was used for the brand Milo. Example: sans serif font, which is the typeface used for the brand, which makes it easier and more appealing to read on a screen.

What emotion will you use to grab the audience's attention?

• Emotions that I would like to convey are emotions that could uplift someone's mood, like happiness or patriotism. The shorter Milo commercials are usually more uplifting one's mode, whereas the longer ones would use an emotional tactic. Since the task was a 1-minute video, I like the idea of making something powerful to grab the audience's attention. Milo also emphasises sports and fitness. Therefore, it could include people doing sports or a school curriculum to convey a strong energy to the audience.

  
  

INTEREST

Your promo clip must be of interest to your target audience, and from identifying them, finding out what they feel, assume and know about your chosen message.

• The purchasing power of young people heavily influences the purchasing power of adults, so the primary target audience I would like to focus on would be the younger audience; however, at the same time, I would like to add something at the end that targets the parents of the younger audience as it is not only marketing to children but for children instead. The brand slogans 'It's marvellous what a difference MILO makes', 'You've gotta be made of MILO' and now 'Go and Go and Go with MILO' are as familiar to most Australians as the expression 'G'Day Mate'. Therefore, messages like 'MILO FOR ALL!'' MILO TAKES YOU MILES!' & 'FIND YOURSELF WITH MILO!' messages would make the younger audience feel included. In today's world, where young adults are starting to find themselves and want to be treated equally with everybody else no matter where they come from, these slogans have inclusive messages that might resonate with them.

  
  

DESIRE

The best way to convince your audience of your message is to deliver it through feelings rather than facts (analogies, humour or narrative/stories) about individuals to convince them that your message feels good and true.

• The attention span of a younger audience is so much shorter nowadays as they are more focused on waiting to skip the ad. Therefore, a way that could grab their attention in a short video is with impactful audio and big headlines with bright colours to attract their attention. Another way is to drag the eye of the audience by making the promotional video flow through the screen. The MILO inspires me FOR ALL as it managed to grab my attention as they filmed many people of all ages and colours drinking different types of MILO but was shot to look like it all happened in one motion.

  
  

ACTION

What does the target audience think about the product or message after they've seen my promo, and what is it I want your target audience to do next? Join? Contact? Donate?

• The call to action would focus on engaging with the consumer by making a challenge or debate on how they would like to have their MILO. If they share their thoughts on social media, they might win prizes from Milo. This would be similar to how MILO Australia and how they launched a Twitter debate on HOT vs COLD MILO. In today's society, people fear missing out a lot during a social media debate. Therefore, this is a call to action that would work with my target audience. This would make the younger audience create a great impression of the brand and convince their parents to buy more Milo.

This is an advertisement MILO Malaysia did to talk about 'focusing on your shot'. This video inspires me as it showed all four key ingredients of Milo with nice animations and headlines to emphasise the ingredients.

This is an advertisement for Nestlé Philippines that talks about how four out of five kids have an energy gap and conveys a message to the parents on how their child may be one of them; therefore, this video would help them learn how to beat that energy gap with Milo. This video inspires me as it showed different kids holding up their battery percentages and before and after drinking Milo, including the mothers of their children, mixing up some milo for them to beat the energy gap.

This is an advertisement for Nestlé Philippines on how to help energise your child's body and mind with the new MILO with ACTIV-GO. Their call to action asked the audience to join their #MILO Champions community on Twitter. This video inspires me as they are trying to engage their consumers with a social media discussion, and the transition between animations and real life in this video is very inspiring. For example, we can see in the scene where he was writing something in this book, but then the scene transitions from the lines of the book into a swimming pool with lanes and swimmers swimming across the pool.

Similarly, the mom looks uncomfortable before blowing into the tissue; however, after blowing into the tissue, she feels better by taking a deep breath while winter-like effects appear. The next scene is transitioning with a sliding drop effect and winter-like effect. A narration of women saying, "Kleenex is a cool way to soothe", with the display of a slogan in the next scene with the Kleenex cool touch box showing on the screen.

• FEMALE AUDIENCE

• The ad trying to empower women about how doing certain things like a girl isn't about being weak but instead about doing things as a person

Summarise the message of the video in a one line statement.

• The Always “like a girl” connects on a deeper level with women as at the adolescence stage, girls self-confidence plummets. In the video, they ask both men and women over the age of 15 to depict what “like a girl” looks like, and both sexes show a stereotype and a negative association with WEAK. Moreover, then, they ask 8-10-year-old girls to “run like a girl,” and they show how they would NORMALLY run. The insight is that somewhere between 10 and 15, girls start to see “like a girl” as an insult. The Always brand challenges us to re-define “like a girl.”

  
  

Which emotion/s does this message elicit from the audience?

• When asking the first sets of questions, the emotions of the audience would be maybe funny as people could relate to these stereotypes. But after they've asked the question on why do people say things like 'run like a girl', the mood gets solemn and this would evoke the emotional sides of the audience especially women who face these stereotypes.

  
  

Examine the visuals--what shot sizes and angles does it use? What is the duration of each shot?

• They have mainly played with long shots and medium long shots when asking the first few sets of questions and they alternated between the different people they were asking. After that they played with medium close up shots and close up shots when it started getting more emotional to get an intimate response from audience.

• They played with angles like frame which causes depth which can be seen in 1:58-2:05 timestamp. The shot the girl which was further away from the camera and started panning in closer to the left where we can see her face in another camera screen.

  
  

Examine the soundtrack--which of the following elements does it contain?

Voiceover

- The interviewer

Dialogue

- The people they are interviewing

Music

- Happy sounds at first then changes to some emotional background music

Sound Effects

- Can hear them footsteps of running on the studio sets

 International Students (Close to Home)

Activity 2: Tone & Activity 3: Research a colours and fonts for your promotion

Evoke emotions of sadness

How does your target audience feel about your product before they’ve seen your video? 

• Just a normal chocolate drink or audience who prefer a chocolate drink rather than coffee

How do you want them to feel after they’ve seen your video? 

• Warmth after experiencing homesickness

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message? 

• Evoke emotions of sadness to warmth - family might be far but milo is always there for you 

Which colours best represent these emotions? Why? 

• Green are the main colours of the brand, therefore some soft green colour pallet would suit the vibes

• Green Tints (freshness) - lighter shades of would convey more tranquility and peace

• Brown- Warm and Comforting Browns – Browns evoke home, hearth, comfort, and warmth. You can combine different shades of brown with gray or blues to create a highly comforting vibe.

Which fonts best represent these emotions? Why?

• Milo’s typeface is close to myriad pro bold italics, however for a nostalgic vibe a Chalkduster vibe would suit the emotions for the video