![]() ![]() ![]() To do so, they have to constantly leverage on their brand to bring young consumers in. However, the question is, can Milo continue to be strong. Similar to brands like Coke, target the folks when they are young and when they grow older, they become you loyal customers, even helping you to pass on the brand messaging to their friends and children. We remember the brand and even buy it for our young. What happened thereafter? Those guys then aged and now, we are very influential consumers. Look at these happy faces of children in Malaysia below.įor most Singaporeans, we had it when we were in school as Milo started to sponsor school sports events and hence become synonymous with those of that age group. Furthermore, the focus on ensuring that the link is strong with sports continues till today. And the push was consistent across countries in the Southeast Asia Region. Football, track and field, you name it and they were there. Milo launched in the 70s/80s a very strong campaign tying itself very closely to sports. But for the other two it really depends if they have it.Ĭheck out my related post: What’s the Difference between Evaporated and Condensed Milk? In fact, go to any coffee shop here in Singapore and you can order it by name. The other two brands were probably a little bit more willing, flexible and if licensing fees were involved, then a lot cheaper. So with it, probably came a little bit more money to co-promote and co-market. Milo has a very strong brand cache among the three. They’re all powder-based malted milk drinks, although Ovaltine and Milo are chocolate flavored and Horlicks isn’t.īut Starbucks chose to go with Ovaltine and Horlicks instead of Milo here in Singapore for their cakes. But what do Ovaltine, Horlicks, and Milo have in common? They were born in the West (Switzerland, US, and Australia respectively, if Wikipedia hasn’t failed me, although today Ovaltine and Horlicks are owned by British companies), are very popular in the East (in addition to their birth countries…and…elsewhere), and less so in the US. ![]() You can check out the rest of the items over here. I’m sure there is some murmur of milking the opportunity for a promotion but two items stirred a bit of thought, the Horlicks White Chocolate Cake and the Ovaltine Chocolate Cake. In conjunction with Singapore’s National (Independence) Day, Starbucks has launched a series of items to commerate the occasion. I got inspired by Starbucks! Yes you heard it right. ![]()
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