Kraft Foods’ MiO is kicking off the launch of its MiO Sport line with a new campaign that showcases the many different sports you can use the water enhancer with.

With media from Starcom MediaVest Group and creative by Taxi 2, the digital and TV campaign includes the brand’s first-ever buy on Xbox in Canada, targeting millennial males aged 18 to 34, Kristi Murl, director cold beverages, Kraft Foods Canada, tells MiC.

The TV buy for the new spot focuses on sports, late night, top programming and movies, with the digital buy focusing on YouTube, she says.

MiO Sport’s launch also includes an in-store component, with a big presence in the perimeter of the store, says Murl.

“In store we have bins [and0 clip strips that help to shelf the product,” she says. “The product is pretty tiny and can get lost in the shelf so putting lots of product in places where they are buying water or shopping the perimeter is really important.”

The campaign will run into September with on-campus events happening during frosh week. Murl says MiO has performed 300% over expectations since launching in Canada last year.

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