Promotional merchandise becomes more distinctive when it connects directly to a brand’s identity. Milo demonstrated this with a series of custom mini van toys.
ODM spotted the promotion during a store visit in Singapore. The campaign featured five collectible miniature vans representing different eras of Milo’s delivery vehicles, dating back to the 1950s.
For brand managers and procurement teams, it is a useful example of how recognizable brand assets can be transformed into collectible promotional merchandise.
Our team spotted Milo’s latest promotion in one of the stores we visited in Singapore and became intrigued, like the store’s shoppers. Milo is a brand of a multinational food and beverage company from Switzerland, Nestle.
An Australian food scientist developed Milo as a powdered malt chocolate drink that people could mix with water or milk. It was made for kids to deliver essential nutrients in a tasty way without costing their parents too much. Later on, Milo developed into a snack bar, breakfast cereal, and protein granola.
Milo’s Custom Mini Van Toys
For this marketing campaign, the beloved energy drink of all ages, Milo, launched 5 collectable custom mini van toys based on their delivery vans from the 1950s up to now. It’s in line with the brand’s motto to always deliver nutrition to its market.
These toys can be found as on-pack gifts in Milo 3-in-1 and Milo Gao Siew Dai. Each pack has one random custom mini van toy that may not be taken apart, contrary to its lego appearance. If consumers want to have the full custom mini van toy set, they can shop online, purchasing 6 packs of the brand.
What Can You Learn From Milo’s Custom Mini Van Toys Promo?
1. Custom toys
Custom toys are great promotional merchandise since they can be played with for kids and can also be displayed for adults. It caters to a wide age market all the while giving your brand a huge space for creativity.
Milo decided for their flagship trucks as their custom toys because it perfectly delivers the message they want their consumers to know: they’ve been delivering since the 1950s and they’re here to do it for the long run. The key to custom toys that resonate with your market is how it reflects your brand and your consumers’ lives.
2. Collectible merchandise
Collectable branded gifts offer a guaranteed increase in sales. Since most people, especially kids in the case of custom mini van toys, would want to have all of the designs available, it also means a lot of people would repeat their purchases.
And since collectables are usually showcased, it means your branded merchandise will be taken well care of, lasting for as long as possible and exposing your brand to a lot of prospective consumers.
3. Consumers’ choice
Freedom to choose is always an appreciated factor by consumers. Milo demonstrated this through the ways consumers can get their custom mini van toys. People can try their luck and feel the thrill of the surprise by purchasing in retail stores or online stores.
In addition to that, the brand also gave a lot of thought to the people’s preferences in taste. Since they’re launching the promotion in Singapore, they made sure its citizens will be able to join the promotion through the Milo flavour specifically made for their taste buds. Consumers can purchase the Milo 3-in-1 or the more tailored Milo Gao Siew Dai.
4. On-pack benefits
On-pack promos are famous to consumers since it makes the promotional gift more real and within their reach. Since they can see it, the chances they will buy out of impulse is higher.
There’s also people’s fear of missing out on something. This gets intensified when the object is within their sight and reach.
5. Clear promotional campaign
As we can see in the pack, the brand clearly communicated that the toys in each pack are put in random and that the truck toys cannot be taken apart. This sets a clear expectation for consumers which paves way for a smooth consumer and brand relationship.
It also lowers the risk of consumer dissatisfaction since they’re already informed beforehand. The key here is to keep it as short as possible without any vague words.
How To Better Catch Shopper’s Attention?
As we’ve seen above, the retail store shelf is full of Milo products and the packs with the custom mini van toys are positioned in the middle. This can cause confusion for shoppers and pass the custom mini van toys promo without knowing about it.
There are various ways to guide people’s eyes and inform them about your marketing campaigns such as shelf wobblers, danglers and shelf illumination. Check out this blog below to know more and get more ideas to help shoppers know about your promotional giveaways at first glance:
Milo Promotions Through The Years
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More mini vehicle ideas to inspire your next on-pack promotions:
Remote control toys are fun for all ages so why not customised RC toys such as trucks for your promotional gifts? Delight your consumers all the while parading your brand in these toy trucks!
Branded collectable vehicles are one of the most distinctive and long-lasting methods to introduce your company to your target market. See more in the blog below:
Don’t put on the brakes, but drive your transportation service abilities ahead of competitors with custom shipping promotional items such as these forklift models with 2 memo blocks.
Essentially,
Milo’s custom mini van toys promo is a success due to the brand’s attention to every detail of its consumers’ preferences. They allowed multiple ways of getting the toys, allowing different types of people to choose the one they like to use best. In addition to that, the custom toys are designed to further milo’s branding into the daily life of its consumers.
If you’re looking for a promotional gift that would reflect your brand and would tick your marketing need checkboxes, contact us and we can assist you!
The ODM Group is a promotional product development company that specialises in the customisation of branded products and promotional displays. We have our own creative team, Mindsparkz, who’ll closely work with you from brainstorming sessions to our partner merchandisers for sourcing and production.
If you want to know more about our services, we listed them all below. Work with us today!
More Product Ideas
Frequently Asked Questions
What materials can be used for custom miniature vehicles?
Options can include die-cast metal, molded plastic and polyresin, depending on the product design, required finish, quantity and budget.
Do custom miniature vehicles require new molds?
A fully bespoke vehicle may require custom tooling, while some projects may be able to adapt an existing design. This should be assessed once the required level of customization is known.
Can brands create several designs as a collectible series?
Yes. A series can represent different vehicles, products, historical periods or campaign themes. Milo’s five miniature vans provide one example of this approach.
What information should businesses provide for a quotation?
Useful information includes reference images, required quantity, target market, preferred dimensions, number of designs, branding and packaging requirements, budget and required delivery date.
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