The Biggest Drama In A Decade

Nowadays, advertising drama is no longer strange to lớn every kinh doanh campaign for most businesses. And the conflict between 2 giants in the barley milk products industry, namely Milo & Ovaltine aka Nestle Milo và FrieslandCampina, was the most famous story ever.

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Before breaking the escalating tension down by elements, shall we take a look at each campaign to have sầu some insight?


For any campaign, whether big or small, the untold message is the most important element lớn touch the heart of every audience. And Milo is the most prominent example of achieving this vital principle. In năm nhâm thìn, Milo’s đoạn Clip “The Real Champion"" was released on social truyền thông, marking the beginning of Milo’s Dynamic Vietphái nam Program - a meaningful program that encouraged Vietnamese people lớn embrace a more active lifestyle.

Launching TVC - “The real champion”- was a very smart move sầu of Milo khổng lồ better promote their campaign. And, as a result, the chiến dịch gained tremendous attention from the public, especially from Vietnamese moms. Milo continued to lớn reach a wider community through the voice of many famous KOLs such as director Luc Tran with the story “Bom does Math and plays football.”


After launching, Milo’s campaign reached 19 million views and attracted more than 3 million kids to lớn participate in sports activities of the Dynamic Vietnamese Program. Furthermore, about 180 thousand parents also promised to lớn join Nestle Milo in developing a healthier & more active lifestyle for the future generation.

And of course, Milo was very lucrative when its powder product brought back a spectacular sales growth, up khổng lồ 22% of the initial target after the chiến dịch ended.The campaign’s success even went beyond Vietnam’s border. It helped Nestle surpass 600 excellent campaigns in the Asian Pacific và become the first Vietnamese Food and Beverage business ever lớn be nominated in the Effie Award 2018 (one of the most prestigious awards in the sale field.)


Many believed that after witnessing the consecutive successes of its forever rival, Ovaltine would have released a very ordinary campaign. However, we were totally wrong.

Ovaltine kicked off a media campaign with a signature slogan “No need to win, as long as you enjoy it” like a direct slap khổng lồ the face of its opponent. Ovaltine’s message was the complete opposite of Milo’s previous statement: “The champion made by Milo.”

Without a second thought, Ovaltine even used Milo"s theme color (green) and arranged a total attaông xã on both digital platforms and media publications. In particular, the most significant sự kiện was the two posters of two brands being displayed together at an intersection in District 3, HCMC.


(Source: Internet)

Whereas Milo emphasized their “Champion” khẩu hiệu, Ovaltine scored a different message: “Winning is not important as long as children can fully enjoy the happiness of doing whatever they lượt thích.”


It was very fascinating lớn see how well Ovaltine’s coverage expanded after the chiến dịch ended. Just within trăng tròn days after first released, the album “No need to lớn win, as long as you enjoy it” reached more than 60000 likes và 5000 shares. Moreover, it also became the hottest discussion on many online newspapers and social truyền thông media with mixed opinions. Even though Ovaltine did not fully disclose its total revenue, the campaign was still a wise move sầu of Ovaltine to forewarn its opponents and save sầu some market shares.


(Source: Facebook Ovaltine)



Despite not being personally named by Ovaltine in any truyền thông media publication, Milo couldn’t give sầu in without a fight. That’s why Milo decided to lớn return Ovaltine a painful favor by filing a legal complaint to the Department of Culture, Ministry of Culture, Sports and Tourism & Vietphái mạnh Competition and Consumer Authority, Ministry of Industry và Trade. In the complaint, Milo demanded the authority khổng lồ properly handle the unfair competition case of Ovaltine. They believed that Ovaltine’s advertising strategies had violated the Law of Vietphái nam & directly caused Milo many damages.

However…. perhaps Milo was wrong when most lawyers & field experts had a different opinion on the case. Ovaltine’s advertising campaign just simply offered a symmetrical or comparable slogan, not “a similar message or a hàng hóa with many common points.” Therefore, according lớn the Law of Competition, this was not an anti-competitive practice.

“Ovaltine’s message was a pure product of creativity based on truyền thông aspect with no intention of offending, defaming, or falsifying Milo"s products,” said Lawyer Truong Minch Le.

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(Ovaltine"s campaign)


Even though it is comtháng for conflicts to lớn arise between companies in the same field, they normally are implied subtly through one or two truyền thông media publications. Rarely does any company attack its opponent hard và straight, both online and offline, and create successful advertising campaigns lượt thích Milo và Ovaltine. This sự kiện proves a fact that some businesses are still taking tough and hard-to-chew moves to lớn trouble their rivals while abiding by the law.

It’s undeniable that Ovaltine was in a better position as a latecomer, taking advantage of all available resources to lớn turn the table. However, one tough truyền thông campaign was not enough to lớn dethrone Milo. For more than trăng tròn years, Milo has always provided its customers with the best products và services, way earlier than its “dearest mate” Ovaltine, who has just recently woken up from its trite coma.

“What goes around, comes around.”

This notable drama helped Milo’s br& awareness increase significantly, especially in the unstoppable discussion on every social media platsize.

What a blessing in disguise! Milo was very wise to keep working on improving product quality, releasing better promotion campaigns,... instead of focusing too much on the truyền thông where mixed opinion is a norm. What matters the most is not who is more popular, but how much profits & market chia sẻ one company could obtain. Particularly, in 2018, according khổng lồ Nielsen’s report, Milo owned the most market nói qua, accounting for 60.4% of total capathành phố, ten times more than its “rival” Ovaltine with only 5.9% of capital, decreasing by 0.6% compared to last year’s same period.


See more of this post via this link.


Credits for API"s Team:

Content: (in Vietnamese) Phuong Linh.

Editor: (in Vietnamese) Van Tkhô hanh.

Translation: (in English) Tkhô cứng Hai.

Cover photo: Viet Huy.


For any concern, please contact:


Hotline: (+84)938327709 (Van Tkhô nóng Mr.)

(+84)702440636 (Giang Dang Ms.)



Nhà vô địch bên dưới từng ngôi nhà. (20trăng tròn, April 27). Retrieved January 03, 2021, from

Brands Vietnam. (n.d.). Đại chiến truyền thông media giữa Milo - Ovaltine: Gay cấn ngay trường đoản cú hiệp đầu! Retrieved January 03, 2021, from https://www.brandsvietnam giớ


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