Kraft Heinz’s MiO Provides ‘Insurance’ to Compensate for Unwanted Side Effects of Traditional Energy Drinks
07 December 2023 - 1:57AM
Business Wire
“Energy Drink Insurance” launches in parallel
with MiO’s new Rolling Energy campaign, empowering Gen-Z to get
more out of their water, uplift their day and feel their most
energized selves
The pressure of keeping up with school and work, while living on
their own for the first time, has driven Gen-Z's reliance on energy
drinks to rise. While the energy drink market has surged by 71
percent since 20171, over 55 percent of people face adverse effects
such as jitters, headaches, and fatigue, due to high sugar content,
artificial additives, and dehydrating ingredients. As finals
approach and students are cramming for exams, they are at higher
risk of experiencing these unwelcomed side effects.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20231206179732/en/
Kraft Heinz’s MiO Provides ‘Insurance’ to
Compensate for Unwanted Side Effects of Traditional Energy Drinks
(Photo: Business Wire)
MiO, the creator of the liquid concentrate category, is offering
a solution with “Energy Drink Insurance,” addressing the pitfalls
of traditional energy drinks head-on by compensating for damages
caused by competitors. Starting today, participants can submit a
claim to EnergyDrinkInsurance.com by describing their experience
with energy drinks and the unwanted side effects it caused. MiO’s
expert claims assessment team will evaluate and award compensation
to select participants (ranging from $50 to $200) along with free
MiO Energy to provide a source of better energy for next time.
“MiO goes beyond enhancing water; it's about adding benefits,
like energy, that elevates hydration” said Samantha Mills,
Director, Brand Communications at Kraft Heinz. “With our new Energy
Drink Insurance, we’re proving that MiO can help prevent unwelcomed
energy side effects with a more uplifting alternative to ensure you
stay energized and hydrated throughout your day.”
“Energy Drink Insurance” launches in parallel with MiO’s new
campaign, Rolling Energy, aimed at empowering Gen-Z to get more out
of their water, uplift their day and feel their most energized
selves. MiO makes it easier to bring your best self to every
situation, by adding benefits – like energy – to your water that
uplift your every day. One squeeze of MiO powers Gen-Z with more
energy, vitamins, and electrolytes to feel good inside and radiant
outside.
Using a visual approach centered around hydration, MiO created a
vibrant world illustrating how the brand helps you squeeze more
goodness out of your day. In its video assets, MiO used an infrared
filming technique, to create a world devoid of color. In this
world, characters become conduits of radiance, spreading vibrant
color and energy with the help of MiO. The campaign launched across
social and digital channels including Pinterest, Instagram and
TikTok.
To learn more about MiO “Energy Drink Insurance” and to follow
the latest news from the brand, follow MiO on Instagram and
TikTok.
About the Kraft Heinz Company
We are driving transformation at The Kraft Heinz Company
(Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious.
Consumers are at the center of everything we do. With 2022 net
sales of approximately $26 billion, we are committed to growing our
iconic and emerging food and beverage brands on a global scale. We
leverage our scale and agility to unleash the full power of Kraft
Heinz across a portfolio of six consumer-driven product platforms.
As global citizens, we’re dedicated to making a sustainable,
ethical impact while helping feed the world in healthy, responsible
ways. Learn more about our journey by visiting
www.kraftheinzcompany.com or following us on LinkedIn.
1 Mintel, Energy Drinks, US, 2023
View source
version on businesswire.com: https://www.businesswire.com/news/home/20231206179732/en/
MEDIA ALISON BROD MARKETING + COMMUNICATIONS
kraftheinz@abmc-us.com THE KRAFT HEINZ COMPANY Hannah Donohue
Hannah.Donohue@kraftheinz.com
Kraft Heinz (NASDAQ:KHC)
Historical Stock Chart
From Apr 2024 to May 2024
Kraft Heinz (NASDAQ:KHC)
Historical Stock Chart
From May 2023 to May 2024