How Milo Turned Kaya Toast Into a Plushie (and Everyone Wanted One)
To celebrate its 75th anniversary in Singapore, Milo didn’t just release a new drink. They turned iconic local breakfast treats into plushies — and made their fans hungry and nostalgic at the same time.
Let’s take a closer look at what they did and why it worked so well.
What Was the Campaign About?
To mark 75 years of being a breakfast staple in Singapore, Milo launched two limited edition plushie sets: the Breakfast Set and the Breaktime Set. These weren’t just branded toys — they were plush versions of items deeply rooted in Singaporean food culture.
Milo’s Breaktime Set brought back sweet memories with Kaya Toast, soft-boiled eggs, Milo Peng, Milo Cup, and a Milo Tin in huggable form. ImageSource: MiloSingapore
The Breakfast Set featured:
Kaya toast (yes, with the butter peeking out)
Soft-boiled eggs
Classic Milo cup
Milo peng
Milo tin
The Breaktime Set included:
Gem biscuit
Bun
Milo packet drink
From playground snacks to plush collectibles—Milo’s Breaktime Set brought back sweet memories with gem biscuits, soft buns, and a Milo packet in huggable form. ImageSource: MiloSingapore
“These locally designed plushies reflect our special way of life here in Singapore.”
- Alene Ee, Business Manager, Nestlé Singapore.
To get one, shoppers simply had to purchase special promo packs of Milo from supermarkets. The plushies were randomised — making it even more fun to collect them all.
3 Reasons Why This Campaign Worked
This wasn’t just a cute merch drop. Milo’s plushie sets nailed something much deeper — they tapped into culture, nostalgia, and emotional storytelling.
1. Celebrated Local Culture (in a Hug-able Way)
Instead of a generic plush, Milo brought to life foods every Singaporean grew up with. Whether it was dunking kaya toast in eggs or peeling apart gem biscuits, these plushies weren’t just soft — they were personal.
Every plush captured a local breakfast icon—cute, nostalgic, and instantly recognisable. ImageSource: MiloSingapore
2. Made a Supermarket Run Feel Special
Instead of a boring “free gift with purchase,” this was a collectible moment. Limited edition. Surprise plush inside. A plush toy that looks like your kopitiam breakfast? That’s not your average grocery promo.
3. Instagram-Ready Design = Instant Buzz
Every plushie was aesthetic and detailed — down to the soft-boiled egg yolk and Milo straw. Fans didn’t just buy them, they posted them, tagged friends, and started conversations online. It wasn’t just a product — it became content.
One plushie to rule them all — fans couldn’t get enough of the “bun” from Milo’s Breaktime Set, earning it a near-mythical cuteness rating. ImageSource: eventful_sg
Fans quickly embraced the Milo plushies. ImageSource: summerbrowndiary
Why This Approach Works for Modern Branding
This campaign shows how brands don’t need to reinvent the product — just the experience. Milo didn’t change its drink. It changed how people feel about it by tying it to comfort, nostalgia, and play.
By turning something everyday (like kaya toast or a Milo packet) into a soft toy, Milo turned passive buyers into excited fans.
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