By: Kelsey Mackley-Limpf
Overview
Kraft Heinz’s Mio rebrand focuses on capturing Gen Z’s interest in hydration and wellness by leveraging bold visuals, simplified messaging, and social media-heavy marketing strategies. Originally launched in 2011 as a liquid flavor enhancer, Mio has evolved to position itself as a leading beverage brand amidst rising market demand for drinks with added health benefits.
Strategy
Mio, in partnership with global agency BrandOpus, identified two key Gen Z trends: hydration obsession (for example, #WaterTok) and a desire for functional benefits in beverages. To emphasize this, the company revamped its core messaging, transitioning from the “We Fix Water” campaign to “Squeeze Good In,” which aligns with Gen Z’s wellness priorities.
Execution
- Brand Design: Simplified sans-serif typography and neon color schemes reflect Gen Z’s vibrant, trend-setter aesthetic.
- Social Media: An approach that favors short-form videos and dynamic imagery engages users through relatable language and trend participation.
- Packaging: Mio highlights its functional offerings, such as caffeinated Energy pods and electrolyte-rich Hydrate pods, using visual cues on packaging. Energy pods are color-coded red and feature a lightning bolt icon, while Hydrate pods are turquoise and feature a water droplet icon.
Results
Mio experienced a 7% sales growth among consumers under 35 in 2023, with strong interest in its Energy line. The 2024 rebrand is a strategic response to that growth, aligning Mio with Gen Z’s preferences for bold designs, health and wellness product benefits, and playful yet meaningful marketing, thus driving optimism for sustained growth in the competitive functional beverage market.
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