Harnessing Third-Party Expertise to Launch a New Product
Kraft Canada turned to Edelman to help launch MiO—an innovative liquid water enhancer—in the Canadian market.
Using the brand’s tagline, MiO: Squirt Some, our strategy focused on three key product elements: change up your water, personalize it and it’s all about the squirt.
Understanding the popularity of extreme sports and cool trick shots with the target audience – male millennials (18-30 year-olds), we came up with the notion of extreme trick squirts, using MiO as new way to squirt fun and flavor into water and “trick it out” like never before. We then challenged global YouTube sensation and basketball trick shot pros Dude Perfect to create a series of “trick squirts” using MiO to show consumers just how radical water—and change—can be.
We partnered with Dude Perfect to create relevant, creative and engaging original video content, that Kraft didn’t own but rather lived on Dude Perfect’s channels. These videos proved to be the ideal way to increase awareness among male millennials and ensure amplification across all channels of the media.
The MiO video attracted more than 124,000 views in less than one month, and 95 percent of these viewers were males under 35. According to Nielsen consumption data, after just three months in the Canadian market, the Beverage Mix category grew 10 percent and another 9 percent the month after—driven by results from MiO.