Mizone: Reviving Mizone

Kaiyu Li

Campaign details

Brand owner: Danone Water China
Agency: Young & Rubicam Advertising
Brand: Mizone
Country: China
Channels used: Internet – general, Outdoor, out-of-home, Point-of-purchase, in-store media, Television, Word of mouth and viral
Media budget: Over 20 million

Executive summary

Finding itself stifled by the 'sports drink' perception, Mizone, China's vitamin water, embarked upon a major transformation in 2009 by making itself an antidote to the stresses and strains of everyday life.

The brand was repositioned as a unique 'restoration beverage' designed to get people feeling less 'out of state' and back into 'an ideal state'. Creatively, the iconic 'Tilt Man' idea was developed, which over the past four years has brought the proposition to life – successfully motivating consumers to purchase.