discover The issue – Same but different. A new Milo that would dissolve in cold water, without any lumps or decline in taste and quality, required some convincing. Consumers had to be assured that this was still the same Milo they’ve always known and loved, only now it had the unexpected benefit of dissolving completely in cold water. develop Our solution – We first created a new sub-brand mark, Sejuk (‘cold’ in Bahasa), and placed it below the Milo brandmark to differentiate it from the regular powder. Also on the pack is a cold glass of Milo, instead of the traditional steaming hot mug. And to educate consumers as to what Milo Sejuk is all about, we used the familiar Milo van on promotional packs where it was instantly recognised for the delicious beverage it dispenses. deliver Sustainable impact – This new and different powder formula was launched in May 2011, in convenient single serve stick packs. Market sales have been encouraging. Milo Sejuk Brand Strategy Screen & Internet Print & Literature Retail & Signage Naming Packaging Identity Nothing beats a tall cold glass of Milo on a hot day. This multi-generational favourite has long been a staple at school and national sport events, with long queues in front of the iconic Milo van for the tasty drink. To meet the demand for this ice-cold bev- erage, Nestle Malaysia decided to launch a new Milo powder that didn’t require a drop of hot water in the mix. www.bonseydesign.com Brand Architects TM Partners of Sterling Group New York, Los Angeles & San Francisco Building iconic brands through sustainable impact