MILO had developed a new ready to drink format as a way to migrate from kids into teens. The problem was that to teenagers, MILO isn’t cool. It’s something Mum gives you. But the new format offered a convenient pick-me-up to suit an active teenage lifestyle and at a time in their lives when they are building their own identity. ‘For the win’ is grounded in the simple thought that in our formative years, a win isn’t always about beating someone, it can be just doing something better than you’ve ever done it before. And MILO RTD helps you go after these wins, whatever they are.
