Milo Cereal launches first major campaign via Connecting Plots

Milo has unveiled a partly filmed, partly animated new campaign for its new Milo Protein Cereal, bringing it to life with independent creative communications agency Connecting Plots.

The first major marketing campaign for Milo Cereal also launches Milo’s new campaign platform ‘Beast Mode – Activated’.

The campaign is targeted at teenagers, with the two online videos featuring a boy and a girl hitting their sporting goals, respectively.

The creative also builds on Milo’s continued focus on sport, to show how its product can help unleash sporting potential.

Connecting Plots creative partner, Dave Jansen said the campaign aimed to tap into the teen mindset and being less overt and more authentic.

“Creating advertising that doesn’t feel like a ‘sell’ is the challenge when targeting teens.

“We’ve shied away from the polished tropes of traditional, achievement-driven sports ads to bring this to life in a way that hopefully gives life to a teenager’s desire to do their best, feel like they are stepping into their future adult self and showing how Milo Protein Cereal can help on that journey.”

Cereal Partners Worldwide marketing manager, Keara Deignan, added: “Aussies grew up with MILO cereal, it’s a staple of every Australian pantry.

“However we’ve seen that as teens start to carve out their own identities, their consumption habits change so this product aims to keep pace with their active on-the-go lifestyle.”

The Beast Mode campaign is rolling out across social channels and online video.


Client: Nestlé
Marketing Manager: Keara Deignan
Brand Manager: Ines Seixas
Brand Manager: Sarah Bussacarini
Agency: Connecting Plots
Creative Partner: Dave Jansen
Strategy Director: Tim Collier
Business Director: Jack Blades
Copywriter: John Gault
Art Director: Matt Geerson
Project Manager: Gwen Jimenez
Producer: Bonnie Ledsam
Managing Director: Tom Phillips


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