MiO: Launching a disruptive product

Agency: Taxi Canada Ltd.
Client: Kraft Canada

Section I — Basic information

Business Results Period (Consecutive Months): March 2012–July 2013

Start of Advertising/Communication Effort: March 2012

Base Period as a Benchmark: N/A – product launch

Section II — Situation analysis

a) Overall assessment

In 2012, Kraft Canada launched MiO, a first-of-its-kind concentrated liquid water enhancer. MiO represented a lot of firsts for the beverage world. There's the move from powder to liquid – a significant leap in a market where innovation is typically incremental. Plus, MiO borrows liberally from the best of its category. It's like flavoured waters, but conveniently sized. It's like a powder packet, but mess-free and resealable. It's like bottled pop and juice, but better, because consumers can decide how much or little flavour they want.