Nestlé MILO has launched a campaign called “See Games Equal” to promote lesser-known sports in Vietnam and across Southeast Asia. The campaign aims to give equal attention to sports such as sepak takraw, jujitsu, and pencak silat, which often go unnoticed in the media. For the first time, these sports will be featured on MILO’s iconic green packs, which have traditionally showcased popular sports like football and basketball.
To launch the campaign, Ogilvy Vietnam and MILO gathered over 30 kid athletes from across Vietnam to participate in a green-screen shoot. The kids’ passion and grit for their sports were captured live and placed onto MILO packs, with their reactions recorded as they saw themselves on the product. The film was aired during a SEA Games football match, reminding audiences that there are many sports beyond the stadium lights that deserve visibility and recognition.
The campaign is not just a one-time effort, but a long-term commitment by Nestlé MILO Vietnam to promote sporting equality. The company plans to integrate more diverse sports into its packaging, turning its iconic green space into a platform for showcasing the country’s rich sporting culture. According to Le Bui Thi Mai Uyen, Business Executive Officer of Nestlé MILO Vietnam, “Every effort deserves to be celebrated, and the same MILO green pack that inspired generations of football and basketball players will now become the source of energy and inspiration for the next Ju-Jitsu or Woodball athletes.”
The campaign has already made an impact, with Tran Ngoc Thanh, a Vietnamese Tug of War Athlete, saying that it has given his sport the recognition it deserves. The creative duo behind the campaign, Thy and Vu from Ogilvy, added that “sport becomes equal only when we see all sports as equal” and that the campaign gives these lesser-known sports the spotlight they deserve. With this campaign, Nestlé MILO Vietnam is taking a step towards promoting inclusivity and diversity in sports, and inspiring a new generation of young athletes to pursue their passions, regardless of the sport they choose.