How to Change Water into a Personalized Sports Drink

New MiO Fit says it will change the world of sports drinks with its launch during Super Bowl XLVII. This electrolyte-enhanced extension of MiO liquid water enhancer will debut a new, 30-second commercial during the big game to tell consumers they have the power to turn their water into a zero-calorie personalized sports drink.

From the court to the field to the gym, MiO Fit gives you what you want after breaking a sweat – including electrolytes, B vitamins and zero calories – by changing water into a refreshing sports drink made to your ideal taste, the company suggests. The portable bottle means you can always carry multiple servings of MiO Fit with you wherever you go.

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“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 other things in America, beyond just sports drinks. The advertisement was created by TAXI New York and directed by Martin Granger.

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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. The brand will also engage social media fans in a conversation about “change” by asking what other changes they would like to see and why.

MiO Fit is available in two flavors, Arctic Grape and Berry Blast, and sold in two bottle sizes: 18 or 12 servings per bottle (8 fl. oz. of water per serving). It is available in the beverage mix section of mass market and grocery stores. The 12 serving bottle can also be found in convenience stores.

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Rakesh Raman