Nostalgia meets novelty in MILO’s SG60 celebrations
Lessons from MILO’s 75th anniversary activations and what they reveal about consumer sentiment
As Singapore celebrated its 60th year, MILO marked a double milestone with 75 years in the market and a series of campaigns that combined old-school charm with trendy collabs.
The beverage brand activated a trifecta of experiences: a throwback MILO van, a Mister Donut flavour drop, and an unexpected adidas partnership.
This article explores how these activations performed across social platforms, what they revealed about audience preferences, and why marketers should care. Insights from media intelligence firm Truescope show that while the efforts varied in reach and reception, each offered valuable lessons in balancing legacy with fresh appeal.
Short on time?
Here’s a table of contents for quick access:
- Mister Donut x MILO: flavour-first wins
- adidas collab: muted hype and brand alignment questions
- The MILO van: emotional pull with practical pushback
- What marketers should know
Patrecia Meliana
Mister Donut x MILO: flavour-first wins
Among the three activations, the Mister Donut tie-up generated the most buzz, racking up 48,429 engagements. In contrast, the MILO van drew 2,153 and the adidas collection came in at 1,622.
According to Truescope, flavour variety was the key conversation driver. The ‘cream crush’ doughnut won praise for its malty taste and generous filling. Even though feedback on the ‘pon de magic’ was more mixed, overall sentiment leaned positive thanks to the novelty and time-limited nature of the offering.
Notably, consumers also raised questions about halal certification, highlighting how inclusive details can influence campaign traction. Engagement peaked around the launch announcement, proving once again that hype still matters, especially when the product itself delivers.
adidas collab: muted hype and brand alignment questions
The MILO x adidas drop drew polarised responses. While the 'Fuelling goodness' shirts received some love for their design, the 'We can one' editions did not resonate as strongly.
Pricing became a sticking point in discussions, with users questioning value and asking if SG60 vouchers could be applied. Several found the collaboration “random” and lacking narrative coherence.
The perceived disconnect between MILO’s nostalgic identity and adidas’ global sportswear image may have held back deeper engagement, despite the creative execution.
This activation shows how even a visually appealing product can struggle without a compelling story or clear strategic fit.
Patrecia Meliana
The MILO van: emotional pull with practical pushback
The reappearance of the MILO van sparked strong emotional responses from Singaporeans who remembered getting free MILO at school events and community functions. For many, the van symbolized childhood, community, and comfort, a rare trifecta in branding.
However, the modern experience didn’t fully live up to the memory. Users complained about long queues, smaller serving sizes, and underwhelming flavour variants like ‘MILO gao kosong’ and ‘MILO intense dark chocolate’. Some said the newer options tasted “artificial,” tempering enthusiasm for the activation.
This campaign leaned heavily into nostalgia, but it also served as a reminder that heritage needs to be backed by thoughtful execution in the present.
What marketers should know
MILO’s SG60 series offers sharp lessons for anyone planning heritage-driven or multi-touch campaigns.
- Lead with product relevance
The Mister Donut success shows that flavour-first activations tied to existing consumer interests generate organic traction.
- Narrative matters more than logo mashups
While adidas is a strong brand, the perceived disconnect limited its effectiveness here. Strong storytelling is essential in cross-category collaborations.
- Nostalgia pulls but it doesn’t excuse weak delivery
The MILO van sparked joy, but also frustration. Emotional capital must be supported by quality experiences.
- Operational clarity can impact sentiment
Details like halal certification and voucher use shaped conversations. Get the small stuff right if you want your big ideas to land.
As Truescope’s Kelvin Koh put it, “Campaigns such as MILO’s SG60 succeeded by aligning novelty with nostalgia, and product with purpose.” That’s a blueprint marketers can take forward into any commemorative, cultural, or milestone campaign.
