Mio changes things up

In 2012, Kraft Canada launched Mio, a concentrated liquid water enhancer targeted at male millennials (ages 18 to 34). This group already has plenty of beverage choices, but they also tend to get bored when things stay the same for too long. So Taxi wanted to make Mio the product that brought change to the tired beverage category.

A launch campaign was created with a 30-second spot called "Changes" that used more than 100 big and small visual changes to characters, their outfits and even the room decor between camera frames. The spot took off immediately, quickly surpassing one million views on YouTube.

The next campaign spot, "Swish," supported Mio Sport an electrolyte-packed sub-brand. The agency created a choose-your-own-adventure-style experience on Mio's branded YouTube channel, where viewers were able to click on the screen in every scene to view up to six additional pieces of hidden content.

The final spot, called "Eye of the Squirter," was the brand's take on the juiced-up world of sports drink marketing, and showed a sports hero's persona changing more than a dozen times in 30-seconds adding to Mio's change-centric positioning.