MILO® Philippines announced the launch of its newest campaign, “My MILO® Story” last February 22 at SM Megamall. Celebrating the deeply personal connections that Filipinos have with MILO®, this new campaign aims to bring out the millions of stories that go beyond choosing a drink for breakfast or practice, but choosing experiences that build character. The campaign is headlined by a new TVC featuring pole vaulting champion EJ Obiena, and its newest ambassador, rising international tennis star, Alex Eala.
For generations, MILO® has played a significant role in nation building and creating shared moments that shape the lives of Filipinos—from childhood memories of enjoying a warm cup of MILO® for breakfast decades ago, to life-changing experiences like discovering a passion for running through the MILO® Marathon, to carrying forward valuable life lessons learned at MILO® sports clinics. The My MILO® Story campaign recognizes that every Filipino has a unique MILO® story worth sharing whether past or present.
“MILO® has always been more than just the Filipino kids’ favorite breakfast drink—it’s been a companion in the journey of every Filipino champion,” says Lawrence Lorico, Vice President of Marketing from MILO® Philippines. “Through the My MILO® Story campaign, we’re celebrating the incredible diversity of experiences that connect us all through sports, nutrition, and the MILO® brand that has fueled Filipino dreams for generations.”
A rising international tennis star whose journey started in MILO® Sports Clinics and other brand activities, Alex Eala is the perfect person to banner this campaign. Being the first Filipina to break into the Top 50 of the PIF WTA Rankings, Eala’s grit, discipline, and determination serves as proof that with the right guidance, sports programs can shape future champions not just in sports, but in life as well.
“When we started discussing the campaign to Alex, she was immediately on board. She understands that her own MILO® story can inspire others to start from grassroots to greatness. MILO® and Alex share the same belief that everyone who’s ever dreamed of becoming an athlete will want to express how this iconic brand has–in one way or another–inspired their journey,” adds Lorico.
Commissioner Walter Torres of the Philippine Sports Commission, who was present during the launch, shares that his MILO® story reflects how early encouragement and simple daily habits can shape a lifelong sporting journey. “Alam niyo ba, ang MILO® puwede kainin kahit hindi hinahalo? Nilalagay ko siya sa teaspoon. From school, I would take it. I believe it encouraged me to be active, and it helped me accomplish my sporting medals in fencing.”
Representing the shared journey of many Filipino athletes, Philippine Olympic Committee representative, Nikko Huelgas, shared how his own MILO® story reflects the brand’s role throughout the growth of an athlete. “I started as a swimmer when I was in high school, and when I entered college, I joined the MILO® Marathon for the very first time. That’s when I realized how much I enjoyed running. I added it to swimming, then I started biking—and that’s how I became a triathlete, with the help of MILO® .”
Intensified Sports Programs for New Stories of Grit, Discipline and Teamwork
The campaign launch coincides with significant announcements regarding the brand’s expanded sports initiatives across the Philippines. Many of the country’s biggest athletes started with their own MILO® story in MILO® Sports Clinics or the National MILO® Marathon, both of which the brand is intensifying this year to reach more people and bring world-class sports training and opportunities to more communities.
This year, the National MILO® Marathon is also introducing Champ Run as part of its 50th anniversary celebration. An initiative that will be carried out in partnership with the Department of Education (DepEd), Champ Run is designed to inspire kids to get into running–making it more suited to their lifestyle while still imparting valuable lessons and prioritizing safety. There will be a total of 35 Champ Runs this year, which, in addition to the 15 scheduled MILO® Marathon legs, and 10 community runs will bring the total number of races that MILO is mounting to 50.
These initiatives reflect the continued dedication of MILO® to develop grassroots sports programs that make active lifestyle and sports accessible to every Filipino, regardless of age, location or background. By strengthening its presence in barangays nationwide, MILO® aims to not only discover and nurture the next generation of Filipino sports champions, but to help with nation building through physical activity.
MILO® Philippines invites all Filipinos to join the conversation and share their own MILO® stories using the hashtag #MyMILOStory on social media. Whether it’s a treasured childhood memory, a sports milestone, or a lesson that shaped who you are today, MILO® wants to hear your story.
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