MILO highlights monumental moments in Malaysia ahead of Merdeka

MILO Malaysia has launched a new campaign with Mediabrands Content Studios (MBCS) to commemorate the upcoming Merdeka and Malaysia Day celebrations. Launched with a brand film, MILO truck activation and contest, the campaign urges Malaysians to embrace the spirit of "Malaysia Boleh" (the Malaysia can-do attitude).

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The brand film titled "Dulu, Kini, Selamanya, Demi Malaysia" (Then, Now, Forever, for Malaysia), looks back in time at key moments in Malaysia, with MILO by its side. It draws parallels with the fighting spirit of Malaysians and the energy from MILO, a nostalgic nod to MILO powering the nation to advance further as one. The film also features a MILO truck driving through Malaysia’s past historical events through the years, empowering Malaysians from all walks of life with a cup of MILO.

“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,” said Ng Su Yen, business executive officer of the MILO business unit.

“The MBCS team has 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 added.

“‘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,” said Rudy La Faber, creative director of MBCS.

To drive consumer participation, a nationwide contest with weekly and monthly prizes exceeding RM 1 million is being run. Participants will stand a chance to win one of the six grand prizes – a special visit from Abang MILO with the beloved MILO truck, and an exclusive limited edition pure gold MILO truck set. Other weekly prizes include individual units of collectable MILO trucks. 

The campaign runs through Malaysia Day on 16 September and till the end of the month across digital channels, TV and Radio.

Across the region, Nestlé MILO stepped up to help sports commentators pronounce Vietnamese athletes' names correctly at the Olympics. Names such as Nguyễn Thùy Linh (Badminton), Lê Văn Công (Weightlifting) and Nguyễn Huy Hoàng (Swimming) can strike fear into the hearts of even the most seasoned sports announcer, it said. 

Created by Ogilvy Vietnam, in collaboration with a full Vietnamese team of composers, writers and voice talents, a series of slam poems were crafted to help the world understand and pronounce Vietnamese athletes' names correctly.

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