Nestlé Milo brand is the world’s leading chocolate malt beverage that provides children with essential nutrition and energy to make them healthier and stronger. Ever since Milo penetrated the Vietnamese market in 1994, Milo has soon claimed their position as one of the most popular milk brands in Vietnam, or they almost have.

Even though Milo products is favored by the urban citizens, they are not in the mind of those in rural areas. Not only does Milo suffer from penetration stagnant, but they also face the challenge of finding the most effective channel to reach the rural moms.

That’s when Milo Swimming Festival was born.

Milo’s vision has always been being there to support the children and giving parents a helping hand with valuable tools that they can use as their child’s daily coach. Knowing that navigation and giving the fact that rural areas are suffering from drowning situations, we create an event where kids can learn how to swim and parents can learn how to deal with drowning situations. We believe this 6-month campaign serves as a perfect solution that still connects to Milo vision, athletic brand image and CSV priorities.

This campaign includes a Summer Safety workshop for mothers, a Swimming Festival for children and a sale promotion.