Kraft Heinz's mio, an additive to flavor water,
carbonated water and other beverages, is unveiling an unconventional ad campaign targeting Gen Z.
The demographic is used to customizing its bottles — and is also big on side hustles, according to a USC study. Mio's "Bottle Boards" simply capitalizes on this trend.
The campaign, from Rethink, is turning reusable water bottles into ad space and paying customers to advertise on them.
Users can apply for a Mio Bottle Board at miobottleboards.com. If selected, they’ll have the opportunity to show off the bottle — and profit. All they do is attach the Mio Bottle Board onto their favorite water bottle, take it out in public places with lots of foot traffic, and post a TikTok showing it off and tagging Mio in their post.
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Each board has a unique QR code, so when someone scans it and buys mio, it counts toward their sale.
“We knew that if we were going to reach Gen Z, we had to meet them where they are — and that probably wasn’t going to be on some highway billboard. By turning people’s bottles into a full blown side hustle, we’re taking the message of mio’s benefits where it couldn’t otherwise go — to lecture halls, music festivals, and the treadmills at the gym,” said Brendan Scullion, creative director at Rethink.
Most Mio products are caffeine-free, made with artificial sweeteners, and contain vitamins B3, B6, and B12. The Mio Energy product line contains 60 mg of caffeine.
Adrian Villalpando, brand manager at Mio, added: “This campaign opens up a new space for advertising, giving mio and consumers a way to express creativity in a new and meaningful way.”