Insider Spotlight
Unveiled on Feb. 22 at SM Megamall, the campaign goes beyond positioning MILO® as a breakfast staple. Instead, it highlights how the brand has fueled formative experiences — from childhood routines to competitive milestones — that shape character and ambition.
Why it matters
For decades, MILO has embedded itself in the country’s sports culture through initiatives like the MILO Marathon and Sports Clinics.
The new campaign reframes those touchpoints as individual origin stories, reinforcing the brand’s emotional equity while strengthening its relevance among younger athletes.
The campaign is headlined by a new TVC featuring pole vaulting champion EJ Obiena and rising international tennis star Alex Eala, the brand’s newest ambassador.
"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."
The ambassador effect
Eala’s inclusion underscores MILO’s grassroots-to-global narrative. A product of MILO® Sports Clinics and now the first Filipina to break into the Top 50 of the PIF WTA Rankings, she embodies the campaign’s core message of discipline and long-term development.
“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.
Sports officials echoed similar sentiments during the launch, sharing personal anecdotes that tied their athletic journeys to the brand.
Expansion mode
The campaign coincides with intensified sports programming. The National MILO® Marathon celebrates its 50th anniversary this year, introducing Champ Run in partnership with the Department of Education.
The initiative is designed to make running more accessible and age-appropriate for students, while promoting safety and values formation.
With multiple marathon legs, community runs, and Champ Run events scheduled nationwide, MILO is scaling its barangay-level presence to widen its talent pipeline and deepen community engagement.
The bottom line
By crowdsourcing stories through the hashtag #MyMILOStory and expanding on-ground programs, MILO is reinforcing its position not just as a nutrition brand, but as a long-term stakeholder in nation building through sport. —Ramon C. Nocon | Ed: Corrie S. Narisma
