As the leading chocomalt beverage in Malaysia, MILO has long been synonymous with traditional sports. But this strong association also became its problem. It only reminded teens of the kids they were. As soon as they left school, they dropped out of MILO. The challenge was to make MILO relevant again to an entire generation of teens who value independence and self-expression.
We launched MILO Cans Next Games on a microsite that gave teens a chance to create sports that reflected their individuality. We also seeded an entirely new game - AquaSmash on YouTube. They could change the rules of existing games or better yet - write their own rules.
928,116 views on YouTube and 2045 submission - 9 March 2015.