• by Karlene Lukovitz  @KLmarketdaily, January 30, 2013

Kraft Foods’ MiO is using a teaser ad and social media to build anticipation for the official debut of its new MiO Fit product in a Super Bowl spot -- the MiO brand’s first appearance in the big game.

The 30-second spot for MiO Fit – a new line of the zero-calorie liquid water enhancer that’s enhanced with B vitamins and electrolytes  -- will air during the third quarter of Super Bowl XVLII.

The full spot, from TAXI New York, is under wraps until the game, but the 15-second teaser ad featuring actor/comedian Tracy Morgan of “30 Rock” and “Saturday Night Live” fame has been posted on YouTube, and is being promoted on MiO’s Facebook page, Twitter site and other social media.

In the teaser video, “Bleep,” Morgan asks “Hey -- can you say [bleeped out] on TV?”

The full spot, dubbed “Anthem,” will have Morgan offering his humorous take on how various things in the U.S. -- including sports drinks -- have changed.

In addition, starting this week, MiO Fit kicked off digital and social media, incentives, sampling and public relations efforts in an integrated campaign that will extend through March. 

One social media component has MiO Fit engaging fans in a conversation about “change” by asking what other changes they would like to see, and why. 

Original MiO was launched in 2011; a MiO Energy line extension followed last year.

MiO Fit comes in two flavors (Artic Grape and Berry Blast). The 18- or 12-servings-per-bottle sizes are available in grocery and mass-market stores; the 12-servings size is also in convenience stores.