Mio is turning Gen Z’s reusable water bottles into miniature out-of-home displays

TikTok creators trick out their Stanley Quencher tumblers with some pretty bizarre things, from tiny backpacks stocked with single-use hygiene products to miniature fans. But Mio has introduced the strangest water bottle accessory yet: a small billboard advertising the brand’s liquid flavor enhancers for water. The Kraft Heinz brand teamed up with creative agency Rethink to develop the so-called “bottle boards,” which are designed to fasten to the side of Stanley Quenchers and other water bottles. Mio is inviting consumers—especially Gen Zers, 69% of whom own a reusable water bottle—to apply for a chance to receive one of the limited number of bottle boards. Those selected will earn $1,400 in exchange for carrying their water bottles, affixed with the mini billboards, to busy areas and documenting themselves doing so in a TikTok video. A post shared by mio Liquid Water Enhancer (@drinkmio) Mio will pay an additional $5,000 to the board recipient who drives the most sales via the unique QR code displayed on their board. “Reusable water bottles and bottle accessories have become hugely popular with Gen Z, so it made sense to offer Mio bottle boards as a way to personalize their bottles and make money,” Mio brand manager Adrian Villalpando said in an email. “We also know that Gen Z side hustle culture is real, so Mio is giving consumers the perfect gig for this upcoming fall season to make some extra cash.” Also see: 9 creative campaigns to know about today The campaign is the latest example of Mio’s efforts to court Gen Z consumers by leaning into online trends, especially those birthed by TikTok, Villalpando added. Mio’s enhanced focus on Gen Zers also drove the brand to put TikTok at the heart of the campaign by requiring the bottle board recipients to post their videos featuring Mio’s miniature billboards on TikTok specifically. “That said, once the bottle boards are in the hands of our ‘bottle boarders,’ there’s no limit to where they may pop up,” he said. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Mio is turning Gen Z’s reusable water bottles into miniature out-of-home displays

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