Milo

Intent

To make Milo the must-have energy boost for China’s Gen Z by transforming its iconic identity into an irresistibly fresh and youthful brand.

Milo sought to reignite excitement with Gen-Z consumers.

The challenge

With over 40 years of history and a presence in more than 40 countries, Milo is synonymous with nutrition, energy, and success. The brand has long used sports as a metaphor for health and achievement to target moms and kids, but for its relaunch in China, it wanted to reach a new audience. Milo sought to become a trendy brand that resonates with Gen-Z consumers, while still highlighting its signature malty taste and the perfect energy boost it provides.

The idea

China’s Gen-Z is more health-conscious than ever, but they’re not willing to compromise on taste. They’re always on the hunt for snacks that are both delicious and nourishing to recharge their energy throughout the day.

The impact

We reimagined Milo’s iconic “halo” shape, transforming it into a vibrant and youthful expression of the brand that we call the Awesome Aura. This bold update reinforces brand recognition while making Milo more relevant to a new generation.