Mizone: Expanding the zone
Kaiyu Li, Darryl Juinio and Nils Andersson
Campaign details
Brand owner: Danone WaterBrand: MizoneAgency: Y&R ChinaCountry: ChinaChannels used: Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Public relations, Sales promotion, Social media, Television, Word of mouth and viralMedia budget: 10 - 20 million
Executive summary
Having successfully launched in China in 2003, vitamin-enhanced water brand Mizone came to find itself stifled within the sports drink subcategory. While Chinese people like sports, it became apparent that their interest is...