Super Bowl Series: Kraft MiO Fit Needed More Than 30 Seconds


The fourth and final installment of BevWire’s 4-part Super Bowl Series focuses on Kraft MiO Fit’s ad with the 2013 Super Bowl.  Along with the standard participation of Pepsi and Coca-Cola, this year we will also see Kraft MiO and SodaStream.  The Super Bowl Series will take a look at each of these beverage manufacturers’ involvement with the Super Bowl.

Click through to read the rest of the Super Bowl Series:

Part 1: Super Bowl Series: Did Pepsi’s Crowd-Sourced Halftime Show Add Any Value?

Part 2: Super Bowl Series: SodaStream Banned Commercial Help Build Brand Recognition

Part 3: Super Bowl Series: Coke’s Social Engagement Effort Delivers Mixed Reviews

Kraft MiO Fit

While SodaStream made a lot of noise for it’s banned Super Bowl commercial, Kraft MiO also generated some buzz with its participation in the Super Bowl this year.  Having revealed that they will be featuring the Fit during the Super Bowl, they came up with this teaser campaign.  See the two videos below:

It appears that through the teasers, Kraft is aligning their liquid flavor enhancer with American patriotism.  With the colors of the American flag and the “America the Beautiful” being whistled in the background, would you agree?  The actual game day spot titled “Anthem” showcases Tracy Morgan asking you to welcome change to make America better.  After seeing the commercial, do you agree that MiO Fit is changing America for the better?  Did the commercial “work”? See the actual Super Bowl spot below:

Although MiO Fit could really be changing America for the better, it is highlighting a problem that no one really considered a problem in the first.  Was there anything wrong with Gatorade or Powerade that warranted improvement?  Most people do not think there was anything wrong with these sports drinks.  MiO Fit faces an uphill battle no matter what it does because it’s not just creating a product in an existing segment (flavor enhancers).  It is creating a new segment (liquid flavor enhancers) and must bring attention to a problem that no one was previously aware of.  In that perspective, it is changing America for everyone’s betterment since MiO Fit offers hydration and electrolytes to anyone with a bottle of water.  That is their end goal: raising awareness that there is a better delivery system out there for electrolytes.

In spite of this message, the feeling was that it lacked in overall effectiveness – the commercial did not work.  If you did not know already know about the MiO Fit, or if you were not a beverage fanatic, you would probably have dismissed this bland commercial.  Most successful Super Bowl commercials are funny or attention-grabbing, but it seems that the Fit’s commercial didn’t have enough of either component.  Super Bowl commercials tend to provide an easily followed storyline that can be communicated in 30 seconds or 60 seconds, using more imagery than words to convey this message.  Consider the GoDaddy Bar Rafaeli Smart-Sexy commercial.  Or the Doritos Goat For Sale commercial.  Both were memorable because it was funny, or it got your attention.  The Mio Fit commercial involved a lot of talking in 30 seconds, forcing the viewer to pay close attention in order to clearly articulate the message.  It lost the audience’s attention.  If it had kept their attention, then listening to the references about changing chicken nuggets and boy bands was actually funny.  Maybe if the spot was 60 seconds instead of 30, it would have had a stronger effect.  But cramming so much speech into 30 seconds without the showmanship of other Super Bowl spots is a recipe for disaster.  In the end, it seems this would be more suited for a YouTube release than a Super Bowl TV spot.

While the Kraft MiO Fit’s success cannot be judged by commercials alone, let alone one commercial, this one fell short of expectations.  It will depend on what else the liquid flavor enhancer comes up with in the future to promote this extension.  All great products fulfill a need, it’s just tough to get the right message across with only 30 seconds.

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One thought on “Super Bowl Series: Kraft MiO Fit Needed More Than 30 Seconds

  1. Pingback: MiO Sport: Fit For Any Occasion | BevWire

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