Milo Philippines announced the launch of its newest campaign, "My Milo Story," last Feb. 22, 2026, at SM Megamall. Celebrating the deeply personal connections Filipinos have with the brand, the campaign aims to highlight the millions of stories that go beyond choosing a drink for breakfast or practice—it’s about choosing experiences that build character. The campaign is headlined by a new TVC featuring pole vaulting champion EJ Obiena and its newest ambassador, rising international tennis star Alex Eala.

For generations, Milo has played a significant role in nation-building and creating shared moments that shape the lives of Filipinos—from childhood memories of enjoying a warm cup of Milo for breakfast to life-changing experiences like discovering a passion for running through the Milo Marathon, and carrying forward valuable life lessons learned at its sports clinics. The “My Milo Story” campaign recognizes that every Filipino has a unique Milo story worth sharing, whether past or present.

"Milo has always been more than just the Filipino kids’ favorite breakfast drink—it's been a companion in the journey of every Filipino champion," said Lawrence Lorico, Vice President of Marketing for Milo Philippines. "Through the ‘My Milo Story’ campaign, we're celebrating the incredible diversity of experiences that connect us all through sports, nutrition, and the Milo brand that has fueled Filipino dreams for generations."

A rising international tennis star whose journey began in the brand’s sports clinics, Alex Eala is the perfect ambassador for this campaign. Being the first Filipina to break into the Top 50 of the PIF WTA Rankings, she exemplifies grit, discipline, and determination, serving as proof that with the right guidance, sports programs can shape future champions—not just in sports, but in life as well.

"When we started discussing the campaign with Alex, she was immediately on board. She understands that her own Milo story can inspire others to start from the grassroots to greatness. Milo and Alex share the same belief that everyone who's ever dreamed of becoming an athlete will want to express how this iconic brand has, in one way or another, inspired their journey," Lawrence added.

Commissioner Walter Torres of the Philippine Sports Commission, who attended the launch, shared that his Milo story reflects how early encouragement and simple daily habits can shape a lifelong sporting journey.

"Alam niyo ba, ang Milo puwede kainin kahit hindi hinahalo? Nilalagay ko siya sa teaspoon (Did you know that you can eat Milo even without mixing it? I put it on a teaspoon)," he said. "From school, I would take it. I believe it encouraged me to be active, and it helped me accomplish my sporting medals in fencing."

Representing the shared journey of many Filipino athletes, Philippine Olympic Committee representative Nikko Huelgas reflected on how his Milo story illustrates the brand’s role in an athlete’s development: "I started as a swimmer in high school, and when I entered college, I joined the Milo Marathon for the very first time. That’s when I realized how much I enjoyed running. I added it to swimming, then I started biking—and that’s how I became a triathlete, with the help of Milo."

The campaign launch coincided with major announcements about the brand’s expanded sports initiatives across the Philippines. Many of the country’s top athletes began their journeys through Milo’s sports clinics or the National Milo Marathon, both of which the brand is intensifying this year to reach more communities and provide world-class sports training and opportunities.

This year, the National Milo Marathon is introducing Champ Run as part of its 50th anniversary celebration. Conducted in partnership with the Department of Education (DepEd), Champ Run is designed to inspire kids to start running—making it accessible to their lifestyle while still imparting valuable lessons and prioritizing safety. There will be a total of 35 Champ Runs this year, which, combined with the 15 scheduled Milo Marathon legs and 10 community runs, will bring the total number of races to 50.

These initiatives reflect the brand’s continued dedication to developing grassroots sports programs that make active lifestyles and sports accessible to every Filipino, regardless of age, location, or background. By strengthening its presence in barangays nationwide, Milo aims not only to discover and nurture the next generation of Filipino sports champions but also to contribute to nation-building through physical activity.

Milo Philippines invites all Filipinos to join the conversation and share their own Milo stories using the hashtag #MyMiloStory on social media. Whether it’s a treasured childhood memory, a sports milestone, or a life lesson that shaped who you are today, the brand wants to hear your story.