The Kraft Heinz Vision:

To sustainably grow by
delighting more consumers globally

Learn More

Investor Day 2020

Replay

MiO Launches New Creative Campaign, “We Fix Water”

July 21, 2020 at 10:00 AM EDT

With bold flavors and colorful plume, MiO transforms your plain ol’ glass of H20 into a crave-worthy drink

PITTSBURGH & CHICAGO--(BUSINESS WIRE)--Jul. 21, 2020-- Everyone knows you should drink eight glasses of H20 a day, but the problem with water is it … tastes like water. So, we fix it. With just a squeeze, MiO Liquid Water Enhancer adds the bold flavors your taste buds deserve! Thank us later.

Since MiO first launched in 2011 the beverage marketplace has evolved as consumers look to increase water consumption, reduce their sugar intake and there’s been a rise in the number of flavored water and wellness drink options.

“As an innovator and leader in the category, MiO knows people are actively working to drink less soda and find sugar free alternatives that taste good,” said Andrew Deckert, head of marketing-adult beverages. “Sure, water is a great option, but it is missing the punch of flavor that MiO offers. We’re excited to reintroduce MiO and its zero sugar and zero calorie bold flavor to consumers.”

In a new creative spot, the brand unveils its new “We Fix Water” campaign produced by VaynerMedia, which highlights how MiO fixes water with bold flavors, zero calories, and zero sugar.

The spot features a man, lost in the desert and on his last breath when he comes across a cooler full of water. Even in his extreme thirst, he’s disappointed to find it is just plain water. Then, a rescuer appears in a helicopter and tosses down a container of MiO. With just a squeeze, MiO instantly fixes his boring water with a bold flavor and colorful plume, and he waves off his potential rescuer.

The new spot will run on Cable TV, YouTube and Hulu through the end of November and on Facebook, Instagram, Reddit and Pinterest through the end of the year. Additional creative will roll out on social over the coming months.

Whether you’re on the golf course, packing for a road trip or just bored with the same ‘ol options at your socially distant picnic this summer, with MiO, adding some excitement to a plain glass of H20 has never been easier. Simply grab your favorite flavor of MiO, give it a squeeze and watch as the bold flavor and colorful plume transforms your drink into something you can truly enjoy.

MiO is available at retailers nationwide in dozens of flavors, like Berry Pomegranate, Black Cherry, Orange Tangerine and Lemonade, and more. For more information on MiO, visit makeitMiO.com and keep up with MiO on Twitter (@DrinkMiO).

ABOUT THE KRAFT HEINZ COMPANY

For 150 years, we have produced some of the world’s most beloved products at The Kraft Heinz Company (NASDAQ: KHC). Our Vision is To Be the Best Food Company, Growing a Better World. We are one of the largest global food and beverage companies, with 2019 net sales of approximately $25 billion. Our portfolio is a diverse mix of iconic and emerging brands. As the guardians of these brands and the creators of innovative new products, we are dedicated to the sustainable health of our people and our planet. To learn more, visit https://www.kraftheinzcompany.com/ or follow us on LinkedIn and Twitter.

Category: Brand

Lynne Galia
Lynne.Galia@kraftheinz.com

Jenna Perlman
Jenna.Perlman@icfnext.com

Source: The Kraft Heinz Company

Data Provided by Refinitiv. Minimum 15 minutes delayed.