From TV to TikTok: How Shapes and Milo Reinvented Themselves in Media
Snack marketing in Australia has come a long way. Once reliant on TV ads during after-school cartoon slots, brands like Shapes and Milo have had to evolve in a media world now dominated by TikTok, YouTube, and Instagram. What’s changed isn’t just the platforms; it’s the tone, the storytelling, and how closely brands now tie themselves to youth culture. The journey of Shapes and Milo shows how legacy snack brands—and by extension, Australian foods—have successfully adapted to stay relevant.
From the Couch to the Scroll
In the ’90s and early 2000s, snack ads were a fixture on TV. Milo commercials focused on energy and sports, aligning the drink with active kids and big dreams. Shapes, on the other hand, leaned on flavour and fun with bright packaging, cheeky taglines, and that all-important “flavour you can see.”
Back then, the audience was passive. Kids watched what was on. Brands bought prime time slots and expected attention. But today, attention is fragmented. Audiences scroll fast, skip ads, and trust creators more than companies. The shift has forced brands to rethink not just where they appear, but how they communicate.
The Shift in Strategy
For Shapes, a big change came in tone. They embraced self-awareness and humour to reach a new generation. In 2016, when they tried to change the Shapes recipe, there was public backlash. Instead of ignoring it, they leaned in. Shapes’ recent campaigns have tapped into nostalgia while playfully acknowledging their missteps. Social media comments are now part of the campaign content. They’re not just advertising to audiences, they’re talking with them.
On TikTok, Shapes content mimics the platform’s native style: fast, funny, and often absurd. Whether it’s a faux cooking tutorial using Shapes or memes about school lunch trades, the brand has found its voice in the chaos. And it works because it doesn’t feel like an ad.
Milo has taken a slightly different path. It still leans into its sports and energy roots, but has modernised its message. Instead of just telling kids to “go outside and play,” Milo now connects with youth sports culture online. You’ll see partnerships with influencers, especially young athletes or creators who blend fitness and fun. Milo’s Instagram and TikTok posts might highlight game-day routines, funny gym moments, or DIY sports challenges. The message is still about energy and achievement, but it’s now coming from peers, not just polished commercials.
The Power of User-Generated Content
One of the biggest shifts in snack marketing has been the rise of user-generated content. Brands don’t just talk. They listen, repost, remix, and amplify the content their fans create.
Shapes regularly shares memes made by fans, TikToks of people reviewing odd flavour combos, or nostalgia-laced tweets from millennials who grew up with the brand. This strategy turns everyday users into brand ambassadors. It also makes the brand feel alive, part of the culture, not separate from it.
Milo uses a similar strategy, encouraging challenges or remixable formats that young fans can copy and post. These aren’t viral stunts for the sake of it. They’re grounded in the brand’s values of fun, movement, and confidence. When a kid dunks a Milo tin like a basketball or shows off their “power up” morning routine, it fits.
Nostalgia Meets Relevance
Both Shapes and Milo benefit from decades of brand recognition. But nostalgia alone isn’t enough. What they’ve done well is bridge the gap between the old and the new.
Shapes often references its past ads, packaging, or slogans, but in formats that Gen Z finds funny or relatable. They’re not trying to pretend they’re a new brand. They’re showing that they’ve grown up with their audience.
Milo does this too. You might see a post that looks like it’s straight out of a ‘90s magazine, but it’s captioned like a meme. They know their audience might remember Milo from their lunchbox, but they’re also drinking it now, post-workout or while gaming.
What Other Brands Can Learn
The lesson here isn’t just about jumping on TikTok trends. It’s about understanding the culture of each platform and showing up authentically. Shapes and Milo didn’t abandon their identities. They evolved them.
They embraced humour, listened to their fans, and made space for two-way conversations. They stopped shouting and started participating.
For other legacy brands, the message is clear: evolving with media doesn’t mean changing everything. It means knowing who you are, knowing who your audience is today, and meeting them where they live, whether that’s on TV, TikTok, or somewhere in between.
In a world where attention is the most valuable currency, the snack brands that win are the ones that don’t just advertise. They engage. Shapes and Milo are proof that even the most traditional products can thrive in modern media if they’re willing to adapt.
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