Captain Mimo, the superhero mascot of Milco Flavoured Milk, recently gathered with some of the UAE’s other ‘superheroes’ at Café Ceramique in Dubai for an afternoon of fun games, creative painting and education on the importance of drinking fresh milk.
The event came at the conclusion of a month-long radio competition on Channel 4 FM’s ‘The Big Breakfast Show’, in which young listeners were asked to call in with answers to the question: “If you were a superhero, what powers would you want to have and why?”
Each day the best answer was selected. The prize for being a daily winner was the Café Ceramique gathering, where children got the chance to meet Captain Mimo in person and paint their own limited edition figurines of the mascot. The competition coincided with the launch of Milco’s new Flavoured Milk products.
“We received a tremendous response from children to this competition. It was truly inspiring to see the variety and wonderful creativity, thoughtfulness and sense of caring that was reflected in these answers,” said Nadine Traboulsi, Sr. Brand Manager of Milco.
Marc , age 8 said, “I had so much fun meeting Captain Mimo and also painting him and getting a Captain Mimo t-shirt, magnets, balloons and a Captain Mimo comic book-colouring book.”
Abir, age 5 said “I love milk! We tasted the chocolate milk and the strawberry milk from Milco. I loved them both, and I drank maybe four bottles! It was great because whenever I finished a bottle I asked for another and they gave it. We all drank lots of milk.”
Mohammad, age 10, said “What I realised today was that milk makes you strong, even strong like Captain Mimo. I liked hearing the story of where he came from, and that he became a superhero because he always drinks his milk. I definitely want to be strong like him, so I will drink the Captain Mimo milk too.”
But the competition, although fun and entertaining, also had an important educational component as well.
“We saw it as an imaginative way to engage with children as part of Milco’s ongoing activities throughout the UAE to raise awareness about the importance of a healthy and balanced diet. Running the competition during morning drive-time radio helped us reach the broadest audience possible with this educational message,” Traboulsi said.
“However, when we talk about healthy eating, we also explain that this is important because it keeps the body strong and fit, which, in turn, empowers people of all ages to accomplish their goals. Thus the link with superpowers,” Traboulsi added.
Milco’s new Flavoured Milk products are the latest in the Milco dairy range. Featuring Captain Mimo on the label, these milks for children are attractively packaged to catch their attention and imagination, in order to encourage them to drink their milk, which parents know can often be difficult. The milk comes in two popular flavours: Strawberry and Chocolate.
About Milco:
Established in 1973, Milco, a division of National Food Products Company, is headquartered in Abu Dhabi, United Arab Emirates. Milco is one of the largest dairy companies in the UAE. It operates a vertically integrated manufacturing and distribution company that delivers daily fresh dairy and juice products to its customers. Milco was the first company in the Middle East to pioneer the use of the Fresh-Check Indicator on its products. Fresh-Check is a unique technology that measures the lifespan of a product by taking into account actual time and temperature; it makes the freshness of a product visible by integrating the accelerated ageing of a product caused by eventual thermal shocks. Milco’s diverse range of products includes fresh Yoghurt, Fruited Yoghurt, Fresh Juice, and Fresh Milk. Most recently Milco introduced Captain Mimo fresh flavoured milk to its fresh milk range of products.
