Milo Dynamind new product identity, packaging and promotional campaign X Ogilvy
Midway through 2023, Milo Vietnam unveiled Milo Dynamind, a new and exciting product line with an unusual blend of ingredients like barley milk and refreshing mint flavor, this new product is formulated with taurine, green tea, zinc, and B group vitamins. The product's identity, packaging, and advertising campaign, crafted with the expertise of Ogilvy's Brand design team, stand as a testament to the impactful synergy of branding, packaging, and effective communication in the modern marketplace.
Since 1934, Milo has charted a remarkable journey, evolving from a local Australian favorite to a globally recognized brand, paralleling the legendary strength of its ancient namesake, Milo of Croton. Renowned for his extraordinary feats of endurance, Milo of Croton's legacy has inspired the brand to embody the same qualities of strength and vitality. Over the years, Milo has expanded its product range to include items like barley cocoa milk and chocolate candy, aligning with its core identity as a companion for sports championships and a reliable source of physical energy fulfillment.
Milo Dynamind departs from the original Milo concept of physical energy rejuvenation. Instead, Dynamind targets the mental energy needs of Gen Z, a demographic increasingly seeking ways to overcome distractions and maintain focus. This shift in focus necessitated a unique approach in product communication and design.
However, it is worth noting that Milo Dynamind is the second iteration of Milo's mint-flavored product that also targets mental energy needs. The first product line was initially launched as Milo MindVibe in 2022, then rebranded to Milo Dynamind with more focus on highligting ‘nootropics' component, aiming to provide mental energy to its Gen Z consumers. This strategic move, acknowledging and rectifying a previous misstep, has been met with a marketing campaign in Ho Chi Minh City, specifically targeting the young, vibrant consumer base.
The communication strategy and brand voice for Milo Dynamind adopts a casual, Gen Z-friendly approach, moving away from formal textbook phrases to more relatable and catchy taglines. The new branding clearly communicates the product's brain-boosting benefits, making it more appealing to the younger audience.
Milo Dynamind's branding bursts with energy, thanks to its maximalist design approach, featuring vivid illustrative graphics and bold, custom typography that demands attention. The brand's visual identity is further amplified by striking animations, cutting through the clutter of advertisements and capturing the viewer's eye. At the heart of this dynamic visual ensemble is the illustration of a young skateboarder, the brand's hero, symbolizing Dynamind's appeal to an active, youthful audience and accentuating the product's energetic essence.
The packaging design of Milo Dynamind is as innovative as its content. Dominated by a vibrant green tone—Milo's signature color—and adorned with the Dynamind label in its unique letters. The packaging is both environmentally friendly and user-friendly, featuring a convenient screw cap. There is a lot of typographic artwork on the package, and it's all purposefully made to highlight the product's effects on concentration and energy.
Milo Dynamind's introductory promotional campaign was distinctive and engaging. Centered around the theme "stay focused," it featured a series of activities and out-of-home advertisements in Ho Chi Minh City. These advertisements humorously underscored the consequences of distraction, particularly in traffic scenarios. The campaign also expanded to social media, with concise TV commercials and digital ads illustrating the everyday distractions faced by young people, such as social networks and online shopping. These initiatives successfully captured the attention of the Gen Z demographic, sparking interest in the Dynamind product line.
The success of Milo Dynamind's rebranding and advertising campaign has been remarkable. Not only did it resonate with the target audience, but it also achieved recognition at the Vietnam YouTube Awards, winning in categories like 'The Alchemist', 'The Big Bang', and 'The Fire Starter'. This achievement is set to propel MilO Dynamind to represent Vietnam in the regional Southeast Asia award by the end of October 2023.
In conclusion, the collaboration between Milo and Ogilvy Vietnam on Milo Dynamind showcases the profound impact of strategic branding and packaging, paired with astute communication tactics. The rebranding and the innovative campaign for Milo Dynamind not only rejuvenated the product's appeal but also effectively positioned it as a strong contender in the competitive Vietnamese market.
Account team: Manh Khoa Phan, Huynh Nhu Phan, Xuan Nhi Bang | Strategy team: Brandon Chew, Thanh Giang Tran, Bao Chau Dang, Minh Quan Dinh | Brand Design team: Hoang Sa Nguyen, Ngoc Yen Nguyen, Phuong Anh Le, Hanh Dong Vu, Kim Diem Tran, Ky Le, Quyen Pham | Creative team: Quynh Thi Nguyen, Manh Thang Dinh, Thuy Quan Vo, Truc Linh Lieng, Gia Han, Hoang Pham | Production team: Trong Nghia Vu, Minh Tam Nguyen | Director: Adrian Nguyen | Production House: FlexFilms