Mizone Zonelab

This case study describes a campaign in Australia by Mizone, the sports nutrition drink, which moved from the brand's usual rational messaging to emotional messaging in order to increase sales.

Mizone Zonelab

The Hallway

Entry Information

Country where program ran: AustraliaProgram start date: 02/06/12Program end date: 04/04/12Advertiser/Client Name: FrucorProduct/Service Description: This campaign was in promotion of Frucor's sports water, Mizone. Mizone is a formulated sports water scientifically engineered by a specialist team of nutrition & sports experts to keep it's consumers hydrated and active.Category: Consumer Products (CP)

Strategy

Business problem

Mizone faced an immense challenge in 2012 – it was lost in the crowded and fragmented sports drinks category. To keep it on the shelf, it was subject to...

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