"Nearly two years since we launched, Mio has already proven to be a huge hit with millions of fans," Doug Weekes, VP-refreshment beverages for Kraft, said in a statement. "So it's only fitting that that our game-changing liquid water enhancer will lead the new Kraft onto the world's largest-advertising stage during this year's Super Bowl."
Mio was launched in 2011 as the first nationally marketed "liquid water enhancer" and has found immediate success. Sales are on pace to at least double this year to more than $200 million, with the brand nowspawning imitations from heavyweights such as Coca-Cola, which has begun selling "Dasani Drops."
Mio comes in a squeezable container small enough to fit into a purse or pocket. Kraft markets the brand to millennials, whom the company says crave the type of customization that Mio affords. Kraft last year shifted Mio creative duties to WPP's Taxi from Dentsu's McGarryBowen. Kraft did not immediately confirm which agency has been assigned the Super Bowl spot.
Mio's Super Bowl appearance means that both new companies created from last year's split of Kraft Foods will have an ad in the big game. Mondelez International, which houses the former Kraft candy and snack brands, will run a 30-second spot for Oreo during the first half.
Kraft Foods Group is the new home for North American beverage and grocery brands, including Oscar Mayer.