MiO l Experiential Marketing Campaign

Make MiO *the* energy drink of choice for young 20-somethings

Preview:

What do you have to make your target get interested in your product again when market trends has drastically changed since launching? Bring back the ‘hip’ factor.

How? By channeling into gen z’s mooooooood. Because for gen z, wellness is about being yourself, enhancing your everyday mood.

Role :

Ideation / Research

Copywriting

Art Direction

What is MiO Energy?

MiO was founded in 2011 and created an entirely new category – liquid water enhancers – or more simply, flavor you could squirt into your water to make it taste better.

MiO Energy is an existing part of the portfolio that delivers vitamins and caffeine in every squirt. The brand is focusing all advertising dollars on driving awareness of mio Energy, before introducing more benefits to the portfolio at the end of 2024.

THE BRIEF

Problem:

Due to the diversification of energy drinks, people no longer drink energy drinks with water.

MiO was founded in 2011 Consumers at the time had grown up on soda, but were at a life stage where they wanted to drink more water but didn’t like the taste. MiO grew rapidly by solving that pain point.

However, mio’s growth over recent years has stagnated and started to decline. New generations of consumers have grown up prioritizing hydration and loving the taste of water – and they aren’t drawn to the need for flavor alone. They are looking for products that do more for them, products that offer additional benefits.

Audience:

Gen Z self care seekers who want personalized ways to work wellness into their routines.

We found that Gen Z believe in the wellness power of water, and have daily hydration goals and routines in partnership with their water bottle.

These consumers often turn to ready-to-drink energy drinks (Red Bull, Monster, Celsius) for the high-energy caffeine content, despite the fact that they also dehydrate, cause jitters and can be high in sugar.

More than ever, these consumers are feeling pressure on their wallets, as they are starting their careers with inflation at historic highs and student loan payments starting back up again.

Insight:

Gen Z self care seekers are actually the most stressed workers.

GenZ doesn’t know how to properly rest and recharge, especially those who just entered the workforce.

It was found that 36% of Gen Zs feel exhausted all or most of the time, 35% feel mentally distanced from their work, and 42% often struggle to perform to the best of their ability. Also, Gen Z workers had the highest rates of burn out, out numbering millennials.

THE STRATEGY

Enhance Your Mood

For Gen Z, wellness is not just about living a physical healthy lifestyle.

What they really need is not just physical energy, but rather an emotional pick-me up.

THE CREATIVE

This campaign gives Mio a health benefit that no other energy drink has; a mood boost. Inspired by it’s pocket-size, we decided to squeeze Mio in the city with a musical factor, so that Gen Z could have engage with the product and enhance their mood with a touch of ‘hip’ factor from their favorite indie artists.

Mood Enhancer

Inspired by it’s pocket-size, we eater-egged the smallest billboards in the world across the city, especially the places that symbolize everyday life.

Each billboard has specific questions that any young professionals can relate to when they’re feeling nervous, tired, and ticked off. And then, we answered each question in the best way to enhance their mood: music.