Dive Summary:
- Kraft Foods is getting ready to release it's first energy supplement, the MiO Fit, a zero-calorie electrolyte infused drink concentrate that can be added to any glass or bottle of water.
- The product is set to be announced in a 30 second commercial during the Super Bowl, a revealing that Kraft hopes will reach millions across the country.
- MiO Fit will release with two flavors, both classic sports drink staples, Arctic Grape and Berry Blast.
From the article:
A new electrolyte-enhanced extension of Kraft’s MiO liquid water enhancer will debut in a 30-second commercial during Super Bowl XLVII.
MiO Fit, which contains electrolytes and B vitamins, allows users to create their own "zero-calorie personalized sports drink", said Doug Weekes, VP Refreshment Beverages for Kraft. The Super Bowl ad, which features actor and comedian Tracy Morgan, will kick off an integrated marketing effort combining PR, sampling,
social media and other initiatives to introduce MiO Fit, said Weekes.
MiO Fit is available in Arctic Grape and Berry Blast.
