Kraft Heinz’s MiO Provides ‘Insurance’ to Compensate for Unwanted Side Effects of Traditional Energy Drinks
“Energy Drink Insurance” launches in parallel with MiO’s new Rolling Energy campaign, empowering Gen-Z to get more out of their water, uplift their day and feel their most energized selves
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Kraft Heinz’s MiO Provides ‘Insurance’ to Compensate for Unwanted Side Effects of Traditional Energy Drinks (Photo: Business Wire)
MiO, the creator of the liquid concentrate category, is offering a solution with “Energy Drink Insurance,” addressing the pitfalls of traditional energy drinks head-on by compensating for damages caused by competitors. Starting today, participants can submit a claim to EnergyDrinkInsurance.com by describing their experience with energy drinks and the unwanted side effects it caused. MiO’s expert claims assessment team will evaluate and award compensation to select participants (ranging from
“MiO goes beyond enhancing water; it's about adding benefits, like energy, that elevates hydration” said
“Energy Drink Insurance” launches in parallel with MiO’s new campaign, Rolling Energy, aimed at empowering Gen-Z to get more out of their water, uplift their day and feel their most energized selves. MiO makes it easier to bring your best self to every situation, by adding benefits – like energy – to your water that uplift your every day. One squeeze of MiO powers Gen-Z with more energy, vitamins, and electrolytes to feel good inside and radiant outside.
Using a visual approach centered around hydration, MiO created a vibrant world illustrating how the brand helps you squeeze more goodness out of your day. In its video assets, MiO used an infrared filming technique, to create a world devoid of color. In this world, characters become conduits of radiance, spreading vibrant color and energy with the help of MiO. The campaign launched across social and digital channels including Pinterest, Instagram and TikTok.
To learn more about MiO “Energy Drink Insurance” and to follow the latest news from the brand, follow MiO on Instagram and TikTok.
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1 Mintel, Energy Drinks, US, 2023