Mizone Rapid – Leaner and meaner
Category: FMCGAgency: Colenso BBDOAdvertiser: Frucor Beverages
SUMMARY
Mizone Rapid needed to strap on its running shoes and get back in the race. Which is exactly what the Leaner and Meaner campaign delivered for the sports drink brand. Within three months the campaign had turned around sales and encouraged a huge uptake in trial. All stemming from making a virtue of the sports drink's lighter formulation.
MARKETING CHALLENGE
Launched in 2007, Mizone Rapid, was designed to provide the necessary hydration an athlete requires but without being calorie-laden, like...