MILO is a Nestle
product which is a chocolate powdered drink. It is also one of the well-known
chocolate energy drinks in the country. This product is both suitable for
adults and children. As an energy drink, it fits the lifestyle of athletes,
students, and even professionals who always have busy days. Milo is not just an
energy drink; it also has other nutrients and vitamins which are very helpful
for growing children.
Rationale:
As said above,
Milo is one of the well- known energy drinks here in our country. Though, Milo
is also an international product which makes it more famed not only in the
Philippines but also abroad. This product is everywhere. Consumers can find
this in grocery stores, supermarkets and even in small sari-sari stores. As
reviews show, Milo is much better than any other chocolate drink in the
country. It caters all age group, from children to adults. And as for personal
preferences, we, our group made Milo a part of our lives as well. In terms of
Milo’s advertising activity, it’s evident that this product is very active. It
has television and radio commercials, print ads, a website and social media
pages. Milo ruled over its competitors when it comes to advertisements.
These made us choose Milo as our product. Their
advertisement activities can help us in conceptualizing our own advertisement. Besides the fact that this product is a famous
one, our group prefers this product personally. Milo has been part of our lives
since we were kids and it’s easy to work with the product which is close to our
hearts.
Concept:
The task is to
come up with a different concept of a product’s advertisement. Our group opts
to give a different flavor on advertising Milo. Since most of the
advertisements of Milo focus on athletes and sports, our group presents a
different attack to the product. Though we understand that Milo is an energy
drink that’s why it’s associated with athletes. But it also has other nutrients
and vitamins that can also work with other people even they are not into
sports.
We
focus on Milo as a family and a ‘barkada’ drink, and also the different ways on
how to have Milo. Our group found out that people have different ways of
experiencing Milo. Some drink Milo either hot or cold; others mix it with
coffee, some make it as an ice candy and most of all, others love eating Milo
dry on its powder form. Combining these with the aspect of family or ‘barkada’,
it could be catchy. If this will be in a form of advertisement, the audience
might find it cute because it’s really unusual. And we think that it would
really capture the audience’s attention.
With this idea, our group also came up with a new
tagline. From Milo’s original tagline, “Building Champions in Life” which is
basically about athletes and sports, we changed it to a more ‘masa’ like
tagline. “Milo, ibahin ang timpla ng
buhay” which suits the new concept
of the advertisement.
Big
idea: “IBAHIN ANG TIMPLA NG BUHAY KASAMA ANG MILO”
Radio
Commercial
Using the new concept of Milo, our group made a family
themed commercial for radio that caters audiences from middle childhood to
middle aged adults. It is targeted to classes A-C. These audiences can easily
relate with this advertisement since the concept of family is really innate
with the Filipinos.
The commercial made use of two female voiceover, for the
narration and the tagline. There is simple, upbeat background music so it won’t
sound dull. The script was based on different ways of consuming Milo, as stated
in our concept. It’s a straightforward commercial that delivers the message we
want to convey.
Television
Commercial
As we diverted Milo from an athlete drink to a
family/’barkada’ drink, the commercials will show the concept. Our group used
the family theme on our radio commercial, so we opt to use the ‘barkada’ theme
on our television commercial. The target audience of this commercial is from
middle childhood to teenagers.
Our group decided to make a cute advertisement for Milo.
We make use of three beautiful girls (barkada) to represent three ways of
consuming Milo as a chocolate drink and one cute, little boy. In the first few
parts of the commercial, we chose not to reveal the identity of the kid. The
audience will only see the feet and hands of the cute boy. The revelation will
be exposed in the end of the commercial. This will build the anticipation in
the part of the audience.
Print
ad
The print ad is made for audiences from 6-15 years old,
classes A-C. Unlike the radio and TV ad, we focus on children and adolescents
on print ad. We thought that print ads are more appealing to younger audience.
This ad will appear in magazines such as K-zone and Total Girl since these are
magazines for kids and adolescents.
The ad appears as a comic strip that children will surely
like. It includes the morning, noon and night of Milo intake. It also shows the
ways of consuming Milo as shown in our other commercial ads. We also used
animated characters of a girl and a boy to cater both gender. We also included
Milo’s special features for information purposes.
Radio
Commercial (Script)
Milo:
“Ito ang Timpla Namin”
MUSIC: UPBEAT BACKGROUND MUSIC UP AND UNDER
Female
VO1: Milo? Paborito namin
yan sa bahay. Si tatay, hinahalo sa
kape para daw sweet. Eto naming si nanay, gusto yung timplang madaming
yelo. At si bunso, Milo ice candy ang hilig. Ako? Pinapapak ko ang Milo. Oh di
ba? Hindi lang ito basta chocolate drink!
MUSIC: MILO THEME SONG INSTRUMENTAL UP AND
UNDER
Female
VO2: Milo, Ibahin ang Timpla
ng Buhay.
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