Boosting the brand
Nestle is one of the world’s biggest producers of food products, and positions itself as a nutrition, health and wellness company. Amongst its portfolio of brands is the chocolate malt drink Milo, well-loved through the generations worldwide.
Milo Vietnam wanted to introduce its RTD product to the local market with a new innovation – the four-way ‘booster straw’ that would hit the sensitive parts of the mouth and create a fun taste sensation by spurting out in four directions. A fresh design concept was needed – one that would make a splash in the market, to go with the launch of the ‘booster straw’ innovation.
Brand New Day transformed the former design of serious-looking children playing sports to a revolutionary and energetic pack design. A series of manga characters were specially created, playing sports typical of Vietnamese culture. The manga characters and ‘booster straw’ were cleverly connected, with each character ‘holding’ a carton in which the oversized straw was placed. The result was overwhelming – Nestle almost could not keep up with the demand for the product as kids looked upon the new RTD as a collectible must-have.