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Journaling Response to "MILO Champ Moves to #BeatEnergyGap"

MILO, a beverage made from chocolate malt powder, is advertised in the "MILO Champ Moves to #BeatEnergyGap" commercial with James Reid. The commercial urges people, especially kids, to stay active and energized throughout the day even when they experience an "energy gap," which is the drop in energy that may arise during the day. The advertisement also highlights MILO as a wholesome energy source and encourages viewers to consume it to keep themselves energized and active. In addition, the promotion aims to market MILO as a beverage that will help consumers overcome energy shortages and stay active all day. On the other hand, this campaign is directed at parents concerned about their kids' energy levels and overall wellness and seeking strategies to ensure their kids stay active and healthy throughout the day. The advertisement also targets kids, especially those who enjoy athletics or other physical pursuits, and may view James Reid as a role model. Overall, the ad tries to promote MILO as a beverage that may assist individuals of all ages in maintaining their energy levels and achieve their goals in sports or everyday life. It targets a broad audience, including parents, kids, and sports fanatics. According to Nestlé (n.d.) MILO is packed with nutrients that transform the energy from the food we eat into energy over time. PROMALT, a proprietary malt extract found in Milo, is a blend of complex carbs that your body uses as fuel. It is rich in calcium, which is necessary for the growth of healthy bones and teeth, and it is a fantastic source of protein, which is essential for the synthesis and maintenance of bodily tissues (Cervoni, 2023). This suggests that MILO is advantageous and healthy for individuals who consume it. Consequently, based on what I have observed, there seems to have been media manipulation in this case. Since the person who recommended MILO is a well-known celebrity in the Philippines, celebrity endorsement is the form of manipulation being employed here. Therefore, I can unequivocally say this made people feel that MILO is a high-quality product. Overall, I can attest to the effectiveness of this advertising as, according to an article by Franco (2017), it significantly increased sales. It immediately rose to the Top 10 Most Watched Videos in the Asia-Pacific region YouTube Advertisements Ranking. 

REFERENCES

Franco , N. (2017). Milo scores big on activation and advocacy. BusinessWorld Online. https://www.bworldonline.com/weekender/marketing/2017/02/23/9408/milo-scores-big-on-activation-and-advocacy/ 

Milo. Nestlé. (n.d.). https://www.nestle-caribbean.com/brands/allbrands/milo#:~:text=It's%20filled%20with%20nutrients%20that,provides%20fuel%20for%20your%20body. 

Cervoni, B. (n.d.). Health Benefits of Calcium. Verywell Health. https://www.verywellhealth.com/calcium-supplement-health-benefits-190470