A few days back, the energy drink brand MILO celebrated 85 years of existence this year, having first launched to the public at Sydney’s Royal Easter Show in 1934.
Whether hot, cold, with breakfast, after sport, stirred in or sprinkled on top of a glass of milk, sneaking an extra spoonful of MILO, the drink has been a favourite amongst children world over.
MILO has also launched a limited edition pack with CSK players’ imagery and a contest promoting MILO’s key message ‘Sports teaches you values’. Through the campaign, the brand focuses on encouraging children to play sports.
Contest winners will get CSK cricket jerseys, based on their entries around what sport has taught them.
The brand is teaming up with the reigning IPL champion CSK as the team’s official sports energy partner for this season.
Vineet Singh, Director, Dairy, Nestlé India Ltd, spoke about the partnership and said, “We are proud to be the Official Sports Energy Partner for a champion team like Chennai Super Kings. MILO believes sports not just build health but teaches valuable life-skills. Encouraging children to play sports by providing products packed with energy, great taste & nutrition is the core purpose of this brand. This unique partnership is a reaffirmation of MILO’s commitment and will encourage kids to take up sports & imbibe life values that only sport can deliver.”
While the brand has initiated the campaign, here are few facts about this energy drink.
MILO is named after the Greek character Milos who was known for his strength. The original cans showed a depiction of a cow the Olympic athlete Milos carried on his shoulders to help build his strength. The story goes that as the heifer grew, so did the athlete.
A glass of MILO gives you 50 percent of your recommended daily calcium, iron and vitamin C intake.