CLIENT NAME: MILO’S TEA
Becoming a billion dollar beverage brand
THE ASK:
There’s a cat in Mt. Brook, Alabama, who is single-handedly responsible for keeping mice out of the neighborhood surrounding Crestline Elementary. His name? Milo. There’s a man in Birmingham, who, when his mother passed wanted to commemorate her life by getting a tattoo. His ink doesn’t read, “Mom”, it reads “Milo’s”.
Now, if you live North of the Mason-Dixon Line, you have probably never heard of Milo’s Tea. But it’s the #1 Tea in the South and the most popular refrigerated beverage in the U.S.
How did Milo’s reach such fervent cult-brand status? It’s simple, they are Obsessed with Delicious.
Achieved 72.5 million ad impressions
Total of 102.7 million views
Click-throughs 50% above target
ROAS: $2.56 for every ad dollar
CAMPAIGN
Obsessed with delicious.
It sets the highest expectation of the taste of Milo’s products.
It’s a shared value between Milo’s and our fans.
We’re obsessed with delicious.
You’re obsessed with delicious.
CAMPAIGN
Exporting the love for the #1 tea in the south nationally.
Our job was to create Milo’s FOMO, in expansion test markets.
By conducting a thorough review of our internal sales figures and examining retailer, consumer, and category insights, we pinpointed Pittsburgh, Dallas, and Orlando as strategic markets. Additionally, this data-driven examination allowed us to accurately select specific retailers in each of these markets for targeted attention.
Then we applied some good old fashioned CPG fundamentals. First and foremost, we are selling a product based on what makes it special – it’s pretty dang delicious. We’ve developed a whole new library of content highlighting the exceptional taste of Milo’s products and the obsession our fans have for them. All designed to create FOMO, drive trial and encourage consumers to visit the refrigerated section of their grocery store for some fresh-brewed delicious Joy.
Making the product the hero
The Milo’s jug is recognizable packaging in stores, so we decided to make it a graphic device that can be utilized in their communications. We used it as a ‘container’ for images as well as patterns and animations.
SOCIAL
Demonstrating deliciousness
Mixing real moments of having the first sip to showing an obsession with delicious brought unique and compelling content for Milo’s social media and CTV.
 |
|
|
|
|
|
|
|
|