Dive Transient:
- Kraft Heinz has rebranded its liquid focus Mio to higher market the providing to a Gen Z viewers, in line with particulars shared with Advertising Dive.
- The makeover shifts Mio’s positioning away from a mission to “repair water” towards one centered on wellness advantages, or the thought of “Wellness in your wavelength.” Softer visible options, brighter colours and a wave sample emphasize the pivot on packaging and promotional supplies.
- Mio, which debuted in 2011, partnered with branding company BrandOpus on the refresh. That is the most recent in a rising record of Kraft Heinz rebrands that search to modernize the packaged meals big’s portfolio for a pickier younger viewers.
Dive Perception:
Mio has lengthy marketed itself as a technique to jazz up water, with its transportable squirt bottles of liquid focus including taste to a sometimes plain beverage. In 2020, the model ran a “We Repair Water” marketing campaign created with VaynerMedia that took the idea to excessive heights. One advert confirmed a castaway wandering within the desert who’s reluctant to take a drink of life-saving H20 till a rescuer tosses down a Mio.
The Kraft Heinz product is now pivoting away from the tongue-in-cheek strategy in favor of a extra earnest embrace of wellness. The modifications, which embody a brand new visible id, reply to calls for from Gen Z shoppers who have been in search of extra from the model.
A wave sample is distinguished on packaging and Mio is introducing an interlocking “M Wave” as a number one asset to hammer house the thought of “Wellness in your wavelength.” Mio has added a softer sans-serif brand of its full identify in lowercase letters, occupying key packaging actual property that used to show a bolder upper-case “M.” Packaging additionally now carries icons that decision out wellness advantages, similar to a lightning bolt for power. As well as, the model has swapped out a “sterile” shade scheme of whites, blacks and silvers in favor of extra vibrant hues, similar to cobalt and cyan blues and cherry reds.
Extra vigorous packaging might assist Mio stand out on retailer cabinets, social media and thru merchandise, more and more necessary channels for manufacturers to speak with Gen Z. A sizzle reel previewing the rebrand reveals fashions decked out in Mio attire and displaying off objects like a branded bucket hat, tote bag and telephone case.
To enhance the rebrand, Mio this week launched Faucet, a faucet that options the brand new design parts. The kitchen accent, which retails for $159 on Amazon, acknowledges a surge in recognition for the power drink class, which has seen gross sales leap 71% since 2017, in line with Mintel.
“Establishing a design that may translate throughout their small however mighty packaging kinds by to a vibrant new look & belongings to be used throughout all model touchpoints, this design will not be solely versatile & fluid in its depiction of contemporary wellness, but in addition in its skill to create a compelling and cohesive model world,” mentioned Alice Waterman, U.S. managing director at BrandOpus, in an announcement.
Mio’s shakeup builds on a collection rebrands from Kraft Heinz that kicked off with a reassessment of its portfolio a number of years in the past following steep write-downs. Manufacturers which have obtained a refresh since then embody Jell-O, Ore-Ida, Kraft Singles and Kraft Macaroni & Cheese.
