MILO Innovates in Sports Marketing, Tapping into the Digital World with the MILO Champ Squad to Encourage Good Nutrition and Develop Sports Skills for New-Generation Thai Kids

Business Press Releases Friday March 24, 2017 18:04
Bangkok--24 Mar--ABM

MILO by Nestle (Thai) Limited, the leader in food and beverage products for enhancing quality of life and contributing to a healthier future, has revamped its marketing strategy to strengthen its leadership as the world's top-selling chocolate malt beverage. With an increased focus on digital sports marketing, MILO introduces its latest innovation, the "MILO Champ Squad," which consists of the "MILO Champ Band" and the "MILO Champion Application," which together will improve nutrition and enhance sports skills to develop Thai champion kids. MILO is confident this innovation will expand its consumer base of new-generation families who live active lifestyles and place importance on their health.

This initiative brings excitement to the children's beverage market with the MILO Champ Squad, which includes a digital device called the MILO Champ Band that works efficiently with a smartphone application packed with useful and enjoyable content that will develop future champions. The new proactive marketing approach leverages the MILO brand's strength in sports marketing while staying at the forefront of how new-generation families obtain information.

Mr. Chaiyong Sakulborirug, Director of Dairy and Adult Nutrition, Nestle (Thai) Limited, said, "MILO is not only committed to developing tasty and nutritious products for children, but is always looking for tools to assist today's parents to nurture their children and ensure proper nutrition that is in line with their active lifestyles. The MILO Champ Band, along with a smartphone application, analyzes children's daily energy use according to how many steps they take or the various exercises they do, and also suggests menu items and quantities suitable for children's lifestyles at each age stage. This will help to foster children's success, making them champions in both sports and real-life."

The MILO Champ Band, an innovative wrist band, is another MILO milestone to support new-generation families by integrating advanced technology into products for consumers' lifestyles. It can be used in conjunction with MILO smart packaging that features AR (augmented reality) technology that transforms the packaging into a digital communications channel and is already available in the Thai market. Thai parents can now encourage good nutrition as well as improve their children's sports skills with three simple steps:

1. Download the MILO Champion application from the Apple App Store or Google Play Store.
2. Open the application, register, and connect to the MILO Champ Band to add information about energy use, dietary menus, and children's daily activities.

3. Enter the world of the little champion, using the fun and useful content on the screen, such as inviting teammates to join a group chat and getting tips on children's development and soccer skills from global soccer star Ricardo Kaká, who will provide new tips every week.

"We believe the MILO Champ Squad will inspire new-generation parents to use breakthrough technology to communicate with their kids, encouraging appropriate nutrition and exercises that suit their age and development, to make their children champions and build their confidence every day," concluded Mr. Chaiyong.

For more information, please visit www.facebook.com/MILOThailand

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