MiO Sport is Kraft’s latest innovation in their liquid enhancers Canadian product line (MiO Fit is what is introduced in the U.S). While the product has been available since their February 2013 Super Bowl ad, they had not implemented any video promotions in Canada. Until now. Re-positioning the product as “MiO Sport”, they have released two commercials to talk about MiO Sport in the Canadian marketplace.
Here’s the MiO Sport commercial “Swish” from early May 2013:
It doesn’t take long for the viewer to guess what is being advertised in these commercials. Notice that neither of these commercials mentioned anything about it “changing everything?” It is because they have already educated the consumer on what MiO is and how to use it; the video itself implies that MiO Sport changes everything. The next step is to show different situations to use MiO Sport.
With regard to the Swish commercial, the commercial follows the same structure as their previous MiO ad spot. The original video was based in an office setting and featured the same office guy. Every time the scene cuts from one person talking to another person, something changes. This commercial’s ultimate message is very similar to the original MiO video: squirting MiO Sport into your water changes everything. And then you see all the crazy situations of how this regular office worker (definitely not athletic) transforms into an outrageously successful basketball player. It’s so over-the-top that its believable. MiO Sport is not advertising that squirting MiO turns you into a successful athlete, rather it is making fun of it. And that keeps with the brand’s personality.
And here’s their latest commercial “Eye of the Squirter” from July 2013:
Their second commercial “Eye of the Squirter” is different from their previous commercials. While the main character is still the same person in the previous two ad spots, they are no longer set in the same environment that changes multiple times. This time it is sporting activities in various environments, such as the track, the swimming pool, and the hockey locker room. Notice that these sports also have a stronger Canadian tone to them? While MiO itself wasn’t introduced outright from the beginning, it becomes obvious what is being advertised given the visual cues. The advertisement’s goal is to show you that MiO Sport is a fitting hydration choice for any activities – even if it is power walking on the track.
Do either of these commercials spur you to hydrate yourself with MiO Sport? After all, it does appear that MiO Sport is targeting a different consumer segment. While Powerade and Gatorade are after the serious athlete, MiO Sport is only targeting the casual athlete and the average-fit consumer. There are more people that match this consumer group than that of the serious athlete. My guess is that the MiO Sport does have a strong appeal in the Canadian marketplace, and we should see sales taking off soon enough – if it hasn’t already.
It’s also an interesting note that these commercials are not strictly made for TV, rather it is made for YouTube and a version of it is released for TV (a topic I will highlight in a separate post). If you don’t believe me, feel free to click into all the separate “hidden” commercials that they talk about.