Mizone: Reviving Mizone

Kaiyu Li

This paper describes how Mizone, the Chinese vitamin water brand, created a new brand image to reposition the brand.

Mizone: Reviving Mizone

Kaiyu Li

Campaign details

Brand owner: Danone Water ChinaAgency: Young & Rubicam AdvertisingBrand: MizoneCountry: ChinaChannels used: Internet – general, Outdoor, out-of-home, Point-of-purchase, in-store media, Television, Word of mouth and viralMedia 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'...

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