Colenso positions Mizone as 'more than water'

  • Radio
  • December 12, 2014
  • StopPress Team
Colenso positions Mizone as 'more than water'

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."

Campaign Credits:

Client

Cormac Van Den Hoofdakker – Marketing Manager (hydration)
Natalie Johnson – Senior Brand Manager

Colenso BBDO

Steve Cochran – Creative Director
Brett Colliver – Art Director
Simon Vicars – Copywriter
Andy McLeish – Planner
Nico Ainsworth – Senior Account Manager

Franklin Rd

Shane Taipari – Sound Design

OMD

Colleen Porath
Media Account Director

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Acquire Online celebrates five years of programmatic jostling

  • Media
  • September 21, 2017
  • StopPress Team
Acquire Online celebrates five years of programmatic jostling

This week, Acquire Online blew out five candles on its birthday cake – which is no small feat in the rapidly moving tech space. We caught up with directors Chris Schultz, Simon Healy and Anthony Ord to find out how they got this far and where they plan on going next.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit