In a market cluttered market with various sports drink options, Mizone has launched a new campaign via Colenso BBDO that positions the brand as the 'modern man’s hydration' solution.
Tagged with the strapline 'more than water', the campaign has been rolled out with outdoor and radio executions that provide a series of tongue-in-cheek reasons as to why consumers should purchase the vitamin B-infused drink.
The radio clips are particularly entertaining, providing some pretty elaborate rationalisations as to why the drink is superior to ordinary water. Over the course of the three clips, the modern man is juxtaposed to a caveman, the theory that we need to drink eight glasses of water a day is questioned and flowers are said to have an unfair natural advantage.
According to the release from Colenso, the brand has in recent years found itself in something of a marketing limbo, in that wasn't clearly identified as either a sports drink or a water product. And, in launching this campaign, Frucor-owned Mizone aims to forge a distinct space in the market.
“Since Mizone launched and dominated the sports water market, there’s been a lot of change in sports related drinks," says Colenso's head of planning Andy McLeish. "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."
Cormac Van Den Hoofdakker – Marketing Manager (hydration)
Natalie Johnson – Senior Brand Manager
Steve Cochran – Creative Director
Brett Colliver – Art Director
Simon Vicars – Copywriter
Andy McLeish – Planner
Nico Ainsworth – Senior Account Manager
Shane Taipari – Sound Design
Media Account Director