MiO Liquid Water Enhancer: MiO Squirt Some
Taxi 2
Executive summary:
Kraft, a leader in the powdered beverage category in Canada, had witnessed stagnant category and brand performance in recent years. To fuel growth, Kraft introduced a game changing innovative, MiO Liquid water enhancer, targeting an untraditional consumer- the Millennial male. Kraft and its research partners collaborated to develop a concise strategy and engaging consumer bundle to bring MiO to market. The process involved several phases of research, to support both launch of a new product and the new liquid category. The end result was an extremely engaging, successful marketing...