Dive Transient:
- Kraft Heinz has rebranded its liquid focus Mio to raised market the providing to a Gen Z viewers, in accordance with particulars shared with Advertising and marketing Dive.
- The makeover shifts Mio’s positioning away from a mission to “repair water” towards one targeted 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 large’s portfolio for a pickier younger viewers.
Dive Perception:
Mio has lengthy marketed itself as a option to jazz up water, with its transportable squirt bottles of liquid focus including taste to a usually 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 method in favor of a extra earnest embrace of wellness. The modifications, which embrace a brand new visible identification, reply to calls for from Gen Z shoppers who had been searching for extra from the model.
A wave sample is outstanding on packaging and Mio is introducing an interlocking “M Wave” as a number one asset to hammer residence the thought of “Wellness in your wavelength.” Mio has added a softer sans-serif brand of its full title 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” colour scheme of whites, blacks and silvers in favor of extra vibrant hues, similar to cobalt and cyan blues and cherry reds.
Extra energetic packaging may 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 exhibiting off objects like a branded bucket hat, tote bag and cellphone case.
To enrich 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 accordance with Mintel.
“Establishing a design that may translate throughout their small however mighty packaging kinds by way of to a vibrant new look & property to be used throughout all model touchpoints, this design is just not solely versatile & fluid in its depiction of contemporary wellness, but additionally 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 embrace Jell-O, Ore-Ida, Kraft Singles and Kraft Macaroni & Cheese.
