Mizone has launched a new radio, outdoor & print campaign aimed at answering the question – Is Mizone a sports drink or a water brand?
launched in 2003 as a sports drink. Water with added B vitamins quickly found its way into the hands of active Kiwis. But in the last decade the sports drink landscape in New Zealand has changed completely.
“With the launch of new sports drink and water brands Mizone found itself with an identity crisis,” says Colenso BBDO head of planning Andy McLeish. Was it a sports drink or a water brand?
“Partnering with Colenso, Frucor decided to reaffirm Mizone’s place in the market.”
The new campaign carries the strapline More than water and looks to position Mizone as the modern man’s hydration. “The ads make drinking plain old water look like an outdated way to hydrate,” McLeish said.
“Since Mizone launched and dominated the sports water market, there’s been a lot of change in sports related drinks. Mizone is quite a different offering to a lot of those sports drink products. We wanted to clearly position the brand as water plus benefits; a product you can drink all day to stay on top of your game.”
CREDITS
Client: Frucor Mizone
Cormac Van Den Hoofdakke: Marketing Manager – hydration
Natalie Johnson: Senior Brand Manager
Agency: Colenso BBDO
Steve Cochran: Creative Director
Brett Colliver: Art Director
Simon Vicars: Copywriter
Andy McLeish: Planner
Nico Ainsworth : Senior Account Manager
Media Agency: OMD
Colleen Porath: Media Account Director
Franklin Rd: Sound Design Shane Taipari
- Listen to the radio spots here: https://share.clemenger.co.nz/
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