New MiO Fit will change the world of sports drinks with its launch during Super Bowl XLVII. This game-changing, electrolyte-enhanced extension of MiO liquid water enhancer will debut a new, 30-second commercial during the big game to tell Americans they have the power to turn their water into a zero-calorie personalized sports drink.
“With countless millions watching the big game, we couldn’t think of a better and more relevant way to introduce MiO Fit,” said Doug Weekes, VP Refreshment Beverages for Kraft. “This new line of MiO introduces a world of change for sports drinks and we are so proud to debut it with our MiO Fit “Anthem” commercial during Super Bowl XLVII.”
The comical spot features actor and comedian Tracy Morgan who takes a humorous look at all the other things that we have changed in America, beyond just sports drinks. The advertisement was created by TAXI New York and directed by Martin Granger.
The campaign will include strong digital and social media, public relations, sampling, and consumer incentives starting the week before the game and extending through March
To learn more about MiO Fit and MiO liquid water enhancer, visit www.makeitmio.com or follow on Facebook (www.facebook.com/mio) and Twitter (www.twitter.com/makeitmio).