Mums Go Back to School in Nestlé Campaign from O&M Malaysia

According to a Nestlé-backed study, one in four children in Malaysia skip breakfast. This deprives them of the energy they need to perform in school. Not being able to concentrate in class leads them to failing exams and eventually dropping out of school.

School days aren’t what they used to be. Hours are now longer, syllabuses are tougher, and the day doesn’t just end after school. 

A school day takes more energy than you think. In fact, a study by the company has found that it takes a child more than 1500 kcal to get through a school day, which is about the amount of calories needed to run a half marathon or swim 50 laps in a pool. Mums need to realise what they are putting their children through every day. 

So the energy beverage brand Nestlé MILO let them have a taste of their own medicine – by putting them back in school for a day.

“Back To School Mums" is a brand campaign where we have mums walk the talk with us to highlight that the energy gap among breakfast skippers is real. Creating campaigns that are more social by design helps us to reach and engage with our consumers, and allows us to bring our meaningful stories to them," said Philomena Tan, Business Executive Officer, Milo Business Unit, Nestle Malaysia.

Mums were sent to the same school as their child and put through the exact schedule that they have packed their child with. From the early morning rush for the school bus, to every lesson in school and every activity thereafter, mums did the same. 

Through this activity, these mums felt what their children felt: The challenges they faced, the hunger they felt for skipping breakfast, the frustration of not being able to perform, and the mad rush from one activity to the next.

“Mothers realised how unbelievably long and tiring their children’s day was. They understood the need to give their children breakfast so that they have the energy for school. Most importantly, we hope mothers will communicate with their children more and understand them better," said Gavin Simpson, Chief Creative Officer, Ogilvy & Mather Kuala Lumpur.

The entire experience was filmed and edited into a series of four web films and will be up on Milo Malaysia’s YouTube channel and milo.com.my this December. 

“Today’s communication environment is powered by connection, conversation and participation. The narrative is no longer a one-sided perspective. ‘Back to School Mums’ campaign is a two-way communication where we interact with our key audience and present our point of view in raising champions for life through the right nutrition and energy at breakfast," said Nizwani Shahar, Managing Partner, Ogilvy & Mather Kuala Lumpur.

MILO has always been championing the importance of breakfast and is well into its sixth year of running its breakfast campaign. Since 2013, the brand has organised MILO Malaysia Breakfast Day – a yearly event with fun runs, breakfast and MILO, nutrition education, and games for the whole family – in effort to raise awareness on the importance of a wholesome breakfast in leading healthier lives. This year’s event was participated by up to 60,000 Malaysians across seven locations in the country.