After creating the "liquid water enhancer" category with MiO, then expanding it with MiO Energy, and eventually adding more flavors, the folks at Kraft are releasing another extension to the franchise: MiO Fit.
Going after the Gatorade market of sports drinks, the new line features flavors that include both electrolytes and vitamins. Available in two bottle sizes (18 or 12 servings), distribution will be split. The 18 serving version will appear in the standard beverage mix section of grocery stores, while the smaller 12 serving version will be available in convenience stores. The Fit line starts off with two flavors: Arctic Grape and Berry Blast.
Kraft must have a lot of confidence in this launch as they have purchased Super Bowl XLVII ad time to feature a commercial with actor Tracy Morgan, all pushing the new MiO Fit lineup.
For those interested, here's the press release:
NEW MiO FIT: CHANGE YOUR WATER INTO A PERSONALIZED SPORTS DRINK
Zero-Calorie Customizable Sports Drink to Make Super Bowl Debut with Ad Featuring Tracy Morgan
GLENVIEW, Ill., Jan. 22, 2013 – New MiO Fit will change the world of sports drinks with its launch during Super Bowl XLVII. This game-changing, electrolyte-enhanced extension of MiO liquid water enhancer will debut a new, 30-second commercial during the big game to tell Americans they have the power to turn their water into a zero- calorie personalized sports drink.
From the court to the field to the gym, MiO Fit gives you what you want after breaking a sweat – including electrolytes, B vitamins and zero calories – by changing water into a refreshing sports drink made to your ideal taste. The unique, portable bottle means you can always carry multiple servings of MiO Fit with you wherever you go.
“With countless millions watching the big game, we couldn’t think of a better and more relevant way to introduce MiO Fit,” said Doug Weekes, VP Refreshment Beverages for Kraft. “This new line of MiO introduces a world of change for sports drinks and we are so proud to debut it with our MiO Fit “Anthem” commercial during Super Bowl XLVII.”
The comical spot features actor and comedian Tracy Morgan who takes a humorous look at all the other things that we have changed in America, beyond just sports drinks. The advertisement was created by TAXI New York and directed by Martin Granger.
The MiO Fit commercial will kick off an integrated marketing effort to introduce the new product to America. The campaign will include strong digital and social media, public relations, sampling, and consumer incentives starting the week before the game and extending through March. The brand will also engage social media fans in a conversation about “change” by asking what other changes they would like to see and why.
MiO Fit is available in two great tasting flavors, Arctic Grape and Berry Blast, and sold in two bottle sizes: 18 or 12 servings per bottle (8 fl. oz. of water per serving). It is available in the beverage mix section of mass market and grocery stores nationwide. The 12 serving bottle can also be found in convenience stores nationwide.