She drinks Milo too

For decades in Mauritius, Milo has been a staple in households, known for energy, strength and determination. But visually, its message had a blind spot. The packaging, inherited from global markets, consistently portrayed boys as the face of strength. For years, we couldn’t change the pack. But this year, we decided to change the narrative.

“Libère ta Force” marks the first time Milo in Mauritius directly champions girl empowerment. The insight was clear: girls are not lacking strength, they are lacking visibility in the stories that celebrate it. This was more than a product film. It was a cultural repositioning. We wanted to reclaim Milo’s long-standing message of resilience and make it relevant to every child, regardless of gender.

The film follows the journey of a girl who dreams of becoming a boxer after watching a female champion on TV. Laughed at by her brother, judged by peers, and beaten in training, she pushes through every setback. While the story centers around sport, the deeper message is about self-belief, persistence and redefining limits. The iconic green Milo mug becomes a recurring symbol, not just of physical energy, but of emotional fuel, comfort and inner strength.

Crucially, we didn’t rewrite the brand, we simply rebalanced it. Without changing the logo, tagline or packaging, we transformed the meaning of “Libère ta Force” to include those it had previously overlooked. The storytelling is intimate yet universal, and the visual narrative uses silence, flashbacks and emotional pacing to spotlight the inner journey of a young girl who refuses to quit.

By shifting the gender lens on one of Mauritius’s most beloved brands, this film helped Milo take its most powerful step forward, not just in communication, but in cultural relevance.