Nestle’s brand manager from the early 70s until the mid-80s, Wee coined the “It’s marvellous what Milo can do for you!” slogan which became a catchphrase across the country.

He also used to visit schools with the iconic green Milo trucks, where they were met by swarms of students who helped shape Milo into a household name.

Ultimately, Wee popularised Milo through a sports sponsorship campaign which included bringing football giants such as Manchester United to Malaysia, although it was Milo’s foray into countless schools’ sports days and grassroots sports development programmes which firmly established the malted chocolate drink’s link with the local sports scene.

Wee passed away from kidney failure on Tuesday, and his funeral was held today. He was 84.

Saying his father taught him a strong sense of responsibility and accountability, Chris added that he would never forget their trips across Malaysia.

“My father was a petrolhead who was very much into cars and bikes when he was younger. Actually, he was still riding his ‘kap chai’ five days before he was admitted to the hospital,” Chris, 52, told FMT today.

“He was an avid biker and he taught me how to ride a motorcycle. When I got my licence in 1984, we used to go riding together on a Honda Raider he bought me.

“He liked biking very much and we used to bike across the country together. Cameron Highlands, the East Coast. They were all very memorable trips.”

Chris said his father used to ride his Suzuki V100 from Petaling Jaya to Bukit Mertajam for the annual St Anne’s Feast and return the same day, covering a distance of more than 600km.

Calling Milo his father’s “baby”, Chris shared how he was once scolded by his father for ordering Horlicks at a restaurant.

“I never did that again,” he said, recalling the incident with a laugh.

Reminiscing on his years growing up as the son of Mr Milo, Chris said he was “quite the hero” at school as the men manning the Milo trucks always recognised Chris and used to give him and his friends extra Milo whenever they came to SMK La Salle, Petaling Jaya.

“Until today, the Milo from Milo trucks tastes so much better than the Milo you buy at the shops or make yourself,” Chris said.

Dina Rizal, who took over Wee’s post at Nestle when he left in 1983, told FMT that “Lenny” was well versed in all aspects of sports marketing and taught him the ropes before the latter moved to wine and spirit distributors Caldbeck MacGregor.

Describing Wee as someone who was dedicated to giving his best to the brand and committed to helping junior and grassroots sports development in the country, Dina said Wee was a consummate professional who had an “amazing” network and strong relationships with the sports industry’s key stakeholders.

“Without a doubt, Lenny helped lay the foundations of Milo’s sports sponsorship with a focus on junior development,” Dina said.

“His legacy of the brand’s corporate social responsibility towards junior sports development continues to this day.”