MiO
Juice Up Your Water.
The One Club Young Ones Competition
Brief Summary: Make MiO *the* energy drink of choice for young 20-somethings, and motivate them to replace other caffeinated beverages (and water) with MiO energy during summer of 2024.
“Better energy, because it’s hydrating energy.”
Art Direction: Mary Ryan Huerter & Amber King
Copywriter: Brandon Farler
Manifesto
Have you ever thought back and reflected on your childhood memories?
How many of those memories involved drinking water?
Most people would say that they had zero memories of drinking water. Why is that? Because drinking water is boring,
but it's one of the healthiest forms of hydration for your body.
MiO Energy is on a mission to change the way we look at water -- by juicing it up.
By adding great flavour (enhanced with vitamins) and a hint of caffeine, we can make drinking water become more desirable.
Which helps you reach your wellness goals… one simple squeeze at a time.
Juice Up Your Water
Insight: Let’s face it, water can be boring sometimes, but we all know we need it.
Audience: Gen Z self care seekers, who are in their early 20s, entering adulthood. They want simple and personalized ways to work wellness into their routines. They believe in the wellness power of water, and have daily hydration goals and routines.
Bottle Redesign
From “monster” energy
to “wellness” energy
Logo Refresh
Aura Posters
OOH
Social
Water fountains are famous for quick hydration stops, and we just thought of a way to make them better.
The MiO better hydrating fountain is an enhancement add-on to the standard water fountain. Simply fill your container with water, and add a squirt of MiO energy to help give it kick of vitamins and caffeine energy.
Stunts
Better Hydrating Fountains
Many college campuses have iconic water fountains that serve as their most photographed spots. Mio will take the opportunity to physically juice up the water and add some color to campus! During finals week, when students are most likely to turn to unhealthy energy drinks, Mio will step in and remind students they can stay energized, hydrated, and grounded with Mio Energy.
(Shown: University of Washington)
