Milo Olympics 2011

It’s that time of the year again when the Cebu City Sports Center (CCSC) turns green (and gold) for a good cause. It’s not the Palaro or the CVIRAA, but it’s just as good, or even better. It’s the annual Milo Little Olympics that isn’t so little anymore. In fact, it’s gotten to become so much bigger on its third year as a national-level competition.

But what makes it tick? What’s so good about the Milo Olympics? For starters, it’s the biggest Olympic style event that is bankrolled by a private entity. No public government, DEPED or LGU’s involved in the handling of funds here. It’s Nestle Philippines, the makers of Milo, conceptualizing, organizing and running one of its premier sports events as part of its sports marketing campaign and thrust to help Philippine sports.

The unique case of Milo is that it’s probably the only brand in the commercial market scene that uses only sports as a means to promote or build its brand image. When brands go into brand building, they’ll look for activities that will match their personality. Shampoos will always be identified with models and good-looking women with equally beautiful, flowing hair. Beer will always be a macho image for men with absolutely no women role models. Instant noodles will always be about a caring mother taking care of her children. Junk food commercials and marketing campaigns are always about young teen-agers having fun as a barkada.

 For Milo, it’s all about supporting sports. As a chocolate energy drink, it’s only swak that they be identified with an activity full of energy and for the youth. So what else could be better than sports? The simple equation of youth and sports equals energy, and what could be better than an energy drink standing by to support sports? Fast forward to today. From those days when Milo was competing with other chocolate drinks for the chocolate drink market, sports was the key partner to brand building. Today, we all see how Milo virtually stands alone, with no clear competitor in sight. Go ask the brand managers of Ovaltine what happened. But has this made Milo slow down? Not at all. They’ve even jacked up their activities, convinced that a loyal market will turn all competitors away.

The Milo “Little O” isn’t the only sports activity that Milo funds. They also have the Milo Marathon, the biggest and longest running series of running events in the country. Milo elimination runs are held across the country throughout the year and this is capped by the national finals in Manila where all the country’s top runners converge. Milo runs are now known to be the biggest in terms of participation and popularity. Milo also supports the BEST SBP/Passerelle basketball tournament, another one of the longest running tournaments in the country. Now on its 26th season, it’s the premier basketball tournament for the Under 12 and Under 15 age groups. Incidentally, the Cebu leg of the tournament formally kicks off today. Milo also sponsors a host of summer sports clinics every year. They tie up with various sports organizations that conduct clinics every summer for the youth. This isn’t limited to only running and basketball, but all other events that are played in every Milo Little Olympics.

Milo thus makes the full circle in the world of sports. On top of running Olympic-style events, marathons and a basketball tournament, they also support clinics that introduce the youth to sports.

 The irony is that we haven’t even discussed how all of these contribute to the sales of the product Milo. Do children buy and drink Milo because of all these activities? Do these activities project a positive image about the brand Milo?

 But then again I guess that’s now all academic. Milo wouldn’t be where it is today if its marketing activities didn’t build the brand. In fact, no other brand probably finds a perfect match than Milo and sports. Energy and sports activity. And it works both ways. Milo has been the strong market leader due to its wide base of consumers. And they’ve also worked with continuing to build this Milo-consumer relationship through its sports activities through the years.

 So thank you Milo as I’m sure that they also thank their consumers. Win-win.

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Time-out: Happy birthday to Ms. Annie Abucay! >>> You can reach me at [email protected].