MILO Connects with Ramadan Audiences through AI-Powered Mobile Campaign

Company Overview

MILO is a globally recognized beverage brand under Nestle, known for its signature blend of chocolate and malt. In Indonesia, MILO is a household favorite and has a strong cultural presence as a trusted companion in children’s daily routines and sports. 

Winning Hearts (and Kitchens) This Ramadan

During Ramadan, Indonesia’s food and beverage landscape becomes intensely competitive as brands race to capture consumer attention during the narrow consumption windows of Sahur and Iftar. While MILO was already a household favorite, the brand saw an opportunity to go beyond being just a beverage. 

Looking to play a bigger role at the dining table, the brand introduced a series of curated recipes that reimagined its familiar blend as the hero ingredient in homemade Iftar treats. These simple and thoughtful ideas empowered moms to create more moments of comfort and connection during Ramadan.

Handcrafted Recipes Give Families More Reasons to Reach for MILO

MILO and Digital Turbine brought families together in the sweetest way this Ramadan, with a Recipe Generator that turned simple choices into delicious moments. It began with a heartfelt film capturing the warmth and togetherness of Ramadan, before inviting Moms, the target audience, to join the fun. 

With a few taps, Moms could mix and match any three ingredients with the hero MILO blend, powered by an AI recipe generator, to instantly serve up a dessert idea. The AI engine analysed the ingredient combinations in real time, drawing from a curated recipe database to produce customised, festive ready creations.

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