MiO “fixes water” in amusing new spot

(New MiO spot from Vaynermedia)

Human beings are 60% H20. We need at least eight glasses of water every day. If we have kidney stones, like some of the Reel 360 team does, we need even more. But here’s the rub, as refreshing as water is, it tastes like well… water.

Now, liquid water enhancement category leader MiO has launched a new campaign. Created by VaynerMedia and titled “We Fix Water,” the campaign’s goal is to remind consumers that drinking water doesn’t have to be hard or flavorless.

MiO is a first of its kind liquid-water enhancer that fixes water with bold flavors, zero calories and zero sugar. The brand is available in dozens of flavors, including Berry Pomegranate and Black Cherry, and has four product lines, including Original, Energy, Vitamin and Electrolytes.

As an innovator and leader in the category, MiO knows people are actively working to drink less soda and find sugar free alternatives that taste good. Sure, water is a great option, but it is missing the punch of flavor that MiO offers. We’re excited to reintroduce MiO and its zero sugar and zero calorie bold flavor to consumers,” Andrew Deckert, head of marketing – adult beverages, Kraft Heinz, tells Reel 360.

The amusing new :30 creative spot demonstrates that no matter the situation, bold flavors, zero calories and zero sugar MiO fixes water with just a squeeze. 

The TVC, directed by RadicalMedia’s Dave Meyers, begins with a man, lost in the desert and on his last breath when he comes across a cooler full of water. Even in his extreme thirst, he is disappointed to find it is just plain water. Mio swoops down and saves the day. Watch below:


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“There is something inherently funny about a brand having the audacity to declare it will improve upon the source of all life. We’re basically saying, ‘Hey, water is fine and everything, but it’s really boring, so we’re gonna fix that.’ We love the simplicity of the idea, but also the bigness of the ambition, and all the other places we can take it,” says Mike Pierantozzi, Executive Creative Director, VaynerMedia


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Additional creative pieces will roll out on social over the coming months and this ad will appear on OLV and TV through the end of November.

CREDITS:

CLIENT: MiO, Kraft Heinz

  • PRESIDENT – US BEVERAGES, SNACKS, DESSERTS: Adam Butler
  • VP MARKETING US BEVERAGES, SNACKS, DESSERTS: Vikramjeet Singh 
  • MARKETING DIRECTOR: Rachel Drof
  • SENIOR MANAGER, BRAND BUILD: Carrie Bertch

AGENCY: VaynerMedia

  • EXECUTIVE VICE PRESIDENT: Nick Miaritis
  • VP, GROUP DIRECTOR: Ryan Martin 
  • SENIOR ACCOUNT EXECUTIVE: Whitney Swain 
  • CHIEF CREATIVE OFFICER: Rob Lenois 
  • EXECUTIVE CREATIVE DIRECTOR: Mike Pierantozzi 
  • CREATIVE DIRECTOR: Matt Herr 
  • CREATIVE DIRECTOR: Vince Lim 
  • ART DIRECTOR: Victoria Vergara 
  • COPYWRITER: Zarina Mendoza 
  • PROJECT MANAGER: Areta Gjicali 
  • SVP STRATEGY: Jodi Coppernol 
  • VP INTEGRATED STRATEGY: Georgine Ramamurthy 
  • DIRECTOR OF BRAND STRATEGY: Rachel Thompson 
  • SENIOR STRATEGIST: Catherine Adams 
  • CHIEF PRODUCTION OFFICER: Aaron Kovan
  • AGENCY PRODUCER: Katherine Penland 
  • DIRECTOR OF BUSINESS AFFAIRS: Jaymie Lipman 
PRODUCTION COMPANY: RADICALMEDIA
  • DIRECTOR: Dave Meyers 
  • EXECUTIVE PRODUCER: Jim Bouvet 
  • EXECUTIVE PRODUCER: Frank Scherma 
  • PRODUCER: Steve Fredriksz 
  • HEAD OF PRODUCTION: Cathy Dunn 
  • PRODUCTION SUPERVISOR: Lisa Brugliera 
EDIT: VAYNERPRODUCTIONS
  • EXECUTIVE POST PRODUCER: Laura Shea 
  • POST PRODUCTION COORDINATOR: Bradley Cain
  • SENIOR PRODUCER: Dan Veet 
  • EDITOR: Kevin Zimmerman 
  • ASSISTANT EDITOR: Ananda Ossanai
  • SOUND ENGINEER: Jard Horowitz
  • SOUND DESIGNER: Dave McMoyler
VFX: Mathematic
  • EXECUTIVE PRODUCER: Rebecca Rice
  • VFX PRODUCER: Alan Portillo Moro
  • VFX SUPERVISOR: Emeric Samier
  • CG / LIGHTING SUPERVISOR: Manu Quinto
  • VFX SHOOT SUPERVISOR: Alex Gitler
  • FLAME ARTIST: Clément Germain
  • FLAME ARTIST: Fred Brandon
  • ENVIRONMENT: Philippe Gonzalez
  • MODELING: Pierre Masseron
  • MODELING: Rayan Haidar
  • MATTE PAINTING: David Ratajczak 
  • NUKE COMPOSITOR: Sonia Ferreira
  • NUKE COMPOSITOR: Quentin Primault
COLOR: Company 3
  • SENIOR COLORIST: Stefan Sonnenfeld
  • COLOR PRODUCER: Gabriel Wakeman
MUSIC: New Math
  • CREATIVE DIRECTOR / PARTNER: Ray Loewy 
  • CREATIVE DIRECTOR / PARTNER: Dave Wittman
  • MANAGING PARTNER: Kala Sherman 
  • HEAD OF PRODUCTION: B Munoz 
  • COMPOSER [DESERT]: Jared Hunter 
  • COMPOSER [DESERT]: Casey Smith 
  • STUDIO MANAGER / DUB: William Taylor

SOURCE: Kraft Heinz

Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1

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