MILO, is known equally for its green packaging as a MILO cough.
Where there are kids, there is MILO. A malty chocolaty powder that is added to milk, MILO can be found in almost every Aussie family home.
Originally invented in 1934 and launched at the Sydney Royal Easter Show, it was named after the ancient Greek athlete Milo of Croton. Since then, the brand has maintained this athletic theme and continually promoted itself as a good source of energy for active Aussies. In fact, through its 25-year-strong partnership with Cricket Australia, MILO claims to have introduced more than half a million Aussie kids to the game each year.
Like Vegemite, MILO hasn’t veered far from its original packaging: a light green label on a tin. Likewise, marketing has consistently led with the tagline ‘go and go and go with MILO’.
MILO might be an Aussie brand, but it’s sold in 40 countries worldwide. And while the recipes vary around the world, Aussie MILO still tastes the same as it always has.
Redheads uses its core brand image consistently across all it channels, including its website.
Who would have thought a little box of matches would become the top-selling brand in Australia?
Bryant & May started producing matches in 1909, but it wasn't until the red striking heads were added in 1946 that the brand was truly born. The head and shoulders of a beautiful redheaded woman were added to the box shortly after, and she has remained there ever since, with four slight updates to her look since that time.
In 2000, faced with the competition of another matchstick brand, the marketing gurus behind Redheads decided to run a campaign to highlight the heritage of its iconic brand.
Consumers were encouraged to submit their artwork of the redheaded woman on the packet, with the winning entries put on display in a Melbourne exhibition.
The campaign was a retrospective into the long history of the virtually unchanged brand, reminding consumers of their generations-strong relationship with the beautiful redheaded woman.
Are you using the magic ingredient?
If there’s one lesson any business take away from these iconic brands, it’s the power of repeatedly sending a consistent message to your audience. Over and over again.
For these brands, the message not only sounds the same as it did last century, it largely looks the same too. But far from becoming annoying or boring to consumers, this time-tested approach has created love and loyalty across generations. If that’s not a compelling argument for consistent branding, we don’t know what is.