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MiO's Amusing Spot Squeezes Bold Flavour into Boring Water

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We Fix Water from VaynerMedia highlights how MiO can change the flavour of water with a simple squeeze

MiO's Amusing Spot Squeezes Bold Flavour into Boring Water

Everyone knows you should drink eight glasses of H20 a day, but the problem with water is it … tastes like water. So, MiO fix it. With just a squeeze, MiO Liquid Water Enhancer adds the bold flavours your taste buds deserve! 

Since MiO first launched in 2011 the beverage marketplace has evolved as consumers look to increase water consumption, reduce their sugar intake and there’s been a rise in the number of flavored water and wellness drink options.

“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,” said Andrew Deckert, head of marketing-adult beverages. “Sure, water is a great option, but it is missing the punch of flavour that MiO offers. We’re excited to reintroduce MiO and its zero sugar and zero calorie bold flavor to consumers.”

In a new creative spot, the brand unveils its new ‘We Fix Water’ campaign produced by VaynerMedia, which highlights how MiO fixes water with bold flavours, zero calories, and zero sugar.

The spot features 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’s disappointed to find it is just plain water. Then, a rescuer appears in a helicopter and tosses down a container of MiO. With just a squeeze, MiO instantly fixes his boring water with a bold flavour and colourful plume, and he waves off his potential rescuer. 

The new spot will run on Cable TV, YouTube and Hulu through the end of November and on Facebook, Instagram, Reddit and Pinterest through the end of the year. Additional creative will roll out on social over the coming months.

Whether you’re on the golf course, packing for a road trip or just bored with the same ‘ol options at your socially distant picnic this summer, with MiO, adding some excitement to a plain glass of H20 has never been easier. Simply grab your favourite flavour of MiO, give it a squeeze and watch as the bold flavour and colourful plume transforms your drink into something you can truly enjoy.

MiO is available at retailers nationwide in dozens of flavours, like Berry Pomegranate, Black Cherry, Orange Tangerine and Lemonade, and more. For more information on MiO, visit here and keep up with MiO on Twitter (@DrinkMiO).

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Agency: VaynerMedia

Client: MiO, Kraft Heinz

Campaign: We Fix Water  

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


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 


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


Director: Dave Meyers 

Executive Producer: Jim Bouvet 

Executive Producer: Frank Scherma 

Producer: Steve Fredriksz 

Head of Production: Cathy Dunn 

Production Supervisor: Lisa Brugliera 

Mathematic / VFX

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

Company 3 / Colour

Senior Colorist: Stefan Sonnenfeld

Color Producer: Gabriel Wakeman

New Math / Music 

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

Genres: Dialogue, Comedy, People

Categories: Soft Drinks, Squashes and cordials

VaynerMedia, Tue, 21 Jul 2020 16:43:45 GMT