Personalization is a popular trend among consumers, so what could be better than instantly mixing your own drink just the way you like it? Last month, Kraft launched its new caffeine free, artificially sweetened water-enhancer, Mio, in six different flavors.
MiO in Italian means “mine.” In an interview with Packaging Digest, Bridget MacConnell, senior manager, corporate affairs at Kraft Foods, explained “[that’s] what makes MiO so special—it lets me make my drink my way." MiO senior brand manager Lisa Laibe talked with the Chicago Tribune about the idea of personalization. "Consumers are really looking to have their personal tastes reflect in all things they're doing and using. It's particularly important for millennials, which Kraft pegs as those age 18 to 39.”
Found in supermarkets and sold in a convenient, portable pod container, MiO allows you to add a touch of Berry Pomegranate, Strawberry Watermelon, Fruit Punch, Mango Peach, Sweet Tea or Peach Tea to water for a new way to experience your favorite flavor. Each bottle contains about 24 servings at a price of around $3.99.
To launch MiO, Kraft hired a familiar face from YouTube to be the spokesman for the campaign: Brian Gallivan, more commonly known as “Sassy Gay Friend.” Gallivan stars in a number of viral videos encouraging young women to “FTS: Flip it, tip it and sip it.”
Aside from the YouTube promotion, MiO is advertising on television, online and on Facebook. Free samples were sent out to 100,000 Facebook users in the weeks leading up to the launch as a giveaway promotion. Most of the consumer feedback was positive, and some fans even suggested new and creative ways to use MiO, like mixing it in ice cream, yogurt or soda.
With recent health news surfacing on the dangers of food colorings, MiO faces a challenge in connecting with health conscious consumers. Is MiO a beverage innovation, or a product launch with no real market? One thing is clear, MiO will be an interesting launch to watch in 2011.
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