Analysis: Kraft's MiO Fit Needed More Than 30 Seconds


In this final installment of his 4-part post-Super Bowl analysis series, BevWire's Jason Chong argues that Kraft's MiO brand had a poor showing debuting their new Fit line extension during the Super Bowl.

MiO Fit: Arctic Grape & Berry Blast

MiO Fit: Arctic Grape & Berry Blast

While SodaStream made a lot of noise for its banned Super Bowl commercial, Kraft's MiO also generated some buzz with its participation in the game this year. Having revealed that they were launching Fit during the Super Bowl, they came up with this teaser campaign. See the two videos below:

It appears that through the teasers, Kraft was aligning their liquid flavor enhancer with American patriotism.

American patriotism is evoked in this commercial

American patriotism is evoked in this commercial
(Source: YouTube)

With the colors of the American flag and the "America the Beautiful" being whistled in the background, would you agree?

The actual game day spot — titled "Anthem" — showcases Tracy Morgan asking you to welcome change to make America better. After seeing the commercial, do you agree that MiO Fit is changing America for the better? Did the commercial "work"? See the actual Super Bowl spot below:

Although MiO Fit could really be changing America for the better, it is highlighting a problem that no one really considered a problem in the first place. Was there anything wrong with Gatorade or Powerade that warranted improvement? Most people do not think there was anything wrong with these sports drinks.

"Change" is the theme noted from the dialogue, not the visuals

"Change" is the theme noted from the dialogue, not the visuals
(Source: YouTube)

MiO Fit faces an uphill battle no matter what it does because it's not just creating a product in an existing segment (flavor enhancers). It is creating a new segment (liquid flavor enhancers) and must bring attention to a problem that no one was previously aware of. In that perspective, it is changing America for everyone's betterment since MiO Fit offers hydration and electrolytes to anyone with a bottle of water. That is their end goal: raising awareness that there is a better delivery system out there for electrolytes.

Curiously, MiO bottles look nothing like this in real life

Curiously, MiO bottles look nothing like this in real life
(Source: YouTube)

In spite of this message, the feeling was that it lacked in overall effectiveness – the commercial did not work. If you did not know already know about MiO Fit, or if you were not a beverage fanatic, you would probably have dismissed this bland commercial. Most successful Super Bowl commercials are funny or attention-grabbing, but it seems that Fit's commercial didn't have enough of either component. Super Bowl commercials tend to provide an easily followed storyline that can be communicated in 30 seconds or 60 seconds, using more imagery than words to convey this message.

Conclusion makes no sense at all!

Conclusion makes no sense at all!

Consider the GoDaddy "Bar Rafaeli Smart-Sexy" commercial. Or the Doritos "Goat For Sale" commercial. Both were memorable because they were funny or got your attention. The MiO Fit commercial involved a lot of talking in 30 seconds, forcing the viewer to pay close attention in order to clearly articulate the message. It lost the audience's attention. If it had kept their attention, then listening to the references about changing chicken nuggets and boy bands was actually funny. Maybe if the spot was 60 seconds instead of 30, it would have had a stronger effect. But cramming so much speech into 30 seconds without the showmanship of other Super Bowl spots is a recipe for disaster. In the end, it seems this would be more suited for a YouTube release than a Super Bowl TV spot.

While MiO Fit's success cannot be judged by commercials alone, let alone one commercial, this one fell short of expectations. It will depend on what else the liquid flavor enhancer comes up with in the future to promote this extension. All great products fulfill a need; it's just tough to get the right message across with only 30 seconds.

Super Bowl 2013 Analysis Series:
Part 1Part 2Part 3 – Part 4

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