MiO, a first of its kind concentrated liquid water enhancer, is now available in Canada and launched its first national TV spot Monday. Creating a new brand, a new format and a new category, MiO lets Canadians customize their water by squirting a little or a lot, transforming their water according to their taste, every time. MiO capitalizes on the growing need for Millenials to personalize and customize whatever and wherever they can from TV, music, clothes, photos...and now water.
The spot targets male Millenials -- MiO's key demographic -- by bringing to life the dramatic change MiO brings to water. The ad opens on a plain, everyday office setting where two people are engaged in natural conversation, and throughout the conversation, everything around them, big and small, changes -- the office setting, their clothes, what they're doing, what's around them, etc. It's fresh, funny and engaging, and rewards with repeat viewing because every time you see it -- you'll see something new that you missed the first time. And just like when you drink MiO -- which means "mine" in Italian -- every time you add it to your water you'll experience something new. To our key demographic, the notion of change isn't uncomfortable. They need it, they seek it out, and they're bored without it. That was the jumping off point for the ad -- change is good, and helps showcase just how radical your water can be.
TAXI 2 handled the creative, MediaVest handled the media planning and buying. A PR launch and experiential campaign will follow shortly.