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MILO® - Championing Singapore sports since 1950s
Celebrating sports victories and the healthier beverage for an active lifestyle
(Singapore,, 1 July 2008) MILO® has been in the forefront when it comes to supporting sports development in Singapore for more than 50 years and continues to soldier on with this determination in nurturing Singapore’s new generation of champions. To mark this milestone, an aggressive nationwide campaign has been launched from July till August this year to recognize the golden era of soccer in Singapore in the 1970s, by bringing you Kallang Roar – the movie. This movie hopes to be the catalyst in bringing back the football euphoria of the past to the younger generation.

In supporting the Kallang Roar , MILO® has kicked off a series of promotions to help raise the awareness and to get Singaporeans to watch this Singaporean-directed and produced movie while reminding them of this golden era of the local soccer scene, the hero and his story. More importantly, MILO® has been with us in the past and will continue to champion youth sports development as we move into the future, and will strive on to be the catalyst of our nation's fighting spirit and glory.

“We hope Singaporeans will look out for this movie, while enjoying the offers brought to them by MILO® and also bring the Singapore spirit to greater heights” explains Mr Teo Heng Keat, Marketing Manager, Nestlé (S) Pte Ltd. This mammoth task is creatively executed by the same team from AdWOW! that made waves with the “MILO® Cheers on Team Singapore 2007” campaign. Mr Chong Mun Ping, the Creative Consultant of AdWOW! added “this campaign is unique and more powerful than earlier campaigns because we are not only bringing out the great taste and great offers but it also enhances our national pride and reminds everyone of our unbeatable fighting spirit in local sport scene”.

In keeping with its strong association with the local sporting scene, MILO® features in its new packaging national paddler Pang Xue Jie and national sprinter Calvin Kang. It is undeniable that MILO® plays a pivotal role in providing strong support in the development of champions, who are not only the champions of MILO® and the nation, but also our champions of the future. Get set for a big bang this year and start roaring with the Kallang Roar the movie as it debuts in cinemas on 21 August this year. Don’t be left behind with this great promotion and get your MILO® now to be a champion!

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