MiO Liquid Water Enhancer: MiO Squirt Some

This case study looks at how research contributed to the Canadian launch of MiO Liquid, a fruit flavoured water enhancer from Kraft.

MiO Liquid Water Enhancer: MiO Squirt Some

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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...

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