On Sunday, February 22, Milo Philippines announced Alex Eala as its newest brand ambassador. The brand likewise launched the tennis star’s commercial, adding to her many endorsements as she rises to the top of the world rankings.

She now joins other athlete-ambassadors like pole vault champion, EJ Obiena.

The chocomalt milk drink also launched a new campaign, called #MyMiloStory, featuring Alex, highlighting the many stories Filipinos have with the brand.

“Our new campaign is one that is built on the power of stories. Stories we know can really move people, move nations, create movements. What we want to do is to have stories that are powerful and inspiring, for those stories to inspire others like we see with Alex Eala, our newest ambassador,” explained Lawrence Lorico, Milo PH’s vice president for marketing.

According to the brand, Alex is the perfect ambassador because of her “grit, discipline, and determination”. Alex rose to the Women’s Tennis Association (WTA) after competing and winning tournaments in the last couple of years. Now ranked No. 31 in the world, she’s the first Filipina to break into the Top 50 of the rankings.

Alex is also one of the many young athletes the brand has nurtured through its sports clinics and tournaments.

“Her story was one built with Milo. She’s a sports clinic graduate, she won tournaments and now she’s a tennis world champion. So those champion journeys are already an inspiration for other Filipino kids to start their own champion journeys,” Lawrence shared.

Milo PH launch of its newest campaign held at SM Megamall (Source: Milo Philippines)

The campaign solidifies the brand’s role in nurturing Filipino athletes at the grassroots level. And according to the brand, it will continue to do programs like the sports clinics and marathon to help future champions.

The marathon, in particular, is celebrating its 50th anniversary this year. Under the program it has launched the Champ Run, a fun run for kids, in partnership with the Department of Education. According to the brand, the project is designed to inspire kids into running.

Lawrence said that the new campaign does not only highlight the story of champions but also the stories of every Filipino.

“What we want to do differently this time is not just about the stories of champions who are already champions. We also want to turn our consumers from spectators to storytellers because everyone has their own Milo story.