Kraft Heinz's Mio pledges to pay consumers who had bad energy drink experiences with competitors

Kraft Heinz-owned Mio is looking to take a bigger slice of the energy drink market by targeting Gen Z consumers and paying them to share negative side effects they’ve experienced with competing energy drinks. Mio, which sells water flavoring drops, is launching an “Energy Drink Insurance” to back its recently introduced energy variety. It is asking consumers to visit a website to submit a video or written statement describing their unwanted headaches, jitters, or fatigue from other energy drink brands. Mio will assess each claim, and eligible submissions will receive a check—up to $50 for written submissions and up to $200 for videos—along with Mio coupons. Check out the latest Ad Age events and award programs Claims will be assessed based on the side effects described as well as entertainment value, according to Sam Mills, Mio’s director of brand communications. The idea came from Kraft Heinz’s internal agency The Kitchen. Those submitting a claim will have to give their name, email, address and phone number. Users will be able to opt out of receiving marketing communications. “Gen Z loves water,” Mills said. “They are very intentional about their hydration habits, but they are also consuming energy drinks. Mio can be added to water to meet those hydration and energy goals.” Read more news about marketing to Gen Z The brand will get the word out with paid media on TikTok. It did not disclose how many claims it would accept or whether it would use the submissions in its marketing. Mio, like other energy drinks, contains caffeine, but Mills says the brand differs from traditional energy drinks because it has zero grams of sugar and users can control how much Mio Energy they add to their water. One squeeze (about half of a teaspoon) of Mio Energy in 8 fluid ounces of water is equal to 60 milligrams of caffeine. By comparison, an 8.4-ounce can of Red Bull contains 80 milligrams of caffeine, and an 8-ounce cup of Starbucks Pike Place medium roast coffee contains 155 milligrams of caffeine. In 2022, the U.S. energy drink category was estimated to be valued at $21 billion and expected to grow to $22 billion this year, according to Mintel. Red Bull and Monster lead the category with each holding more than 30% of the market share, but the report noted that Celsius has been gaining ground. Last year, Kraft reported more than $200 million in sales for Mio and expanded the brand to include Mio Energy and Mio Fit (which contains electrolytes and B vitamins). The “insurance” site is rolling out a month after the debut of Mio Energy’s first ad campaign. The ads, which have been running on social media and digital channels, use watercolor visuals that nod to how a squirt of Mio spreads when added to water. Super Bowl commercials Tracking the latest brand and agency plans Enter here

Kraft Heinz's Mio pledges to pay consumers who had bad energy drink experiences with competitors

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