Mizone launches ‘More than water’ repositioning in radio + outdoor campaign via Colenso BBDO
Mizone has launched a new campaign with the strapline ‘More than water’ via Colenso BBDO. The campaign aims to position Mizone as the modern man’s hydration. The ads, both outdoor and radio, make drinking plain old water look like an out-dated way to hydrate.
Mizone launched in 2003 as a sports drink. Water with added B vitamins quickly found its way into the hands of active people the length and breadth of the country. 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. Was it a sports drink or a water brand? Partnering with Colenso BBDO, Frucor decided to reaffirm Mizone’s place in the market with the resulting campaign.
Says Andy McLeish, head of planning at Colenso: “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.”
Cormac Van Den Hoofdakker – Marketing Manager – hydration
Natalie Johnson – Snr Brand Manager
Agency – Colenso BBDO, Auckland
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