Nestlé found that as Malaysian children age their consumption of MILO powdered beverages declined. Nestlé sold canned, ready-to-drink MILO but found that the image of the well-nourished, buttoned-up elementary school student that MILO powder advertised did not match with the mindset of these new teenage consumers. To combat this the ‘Twisted football’ campaign was launched. Teens would redefine the rules of the game on social media which were then brought to life on sports fields. This offline experience could then be shared back online, creating more content for broader reach. By successfully activating its underleveraged product format, Nestlé MILO increased teen trial from 50% to 67% and boosted monthly can sales by 17%; resulting in an incremental sales payback of 7.