Kraft MiO

We worked with Kraft to launch MiO, a liquid innovation that goes where no beverage has gone before. MiO, a liquid water enhancer, empowers consumers to create a unique drink — by adding a little (or a lot).


Weeks before MiO hit stores, SS+K did the unthinkable: we gave the stuff away. With cheek and unapologetic transparency, a we unleashed the one hundred thousand free bottles to the masses, exclusively via Facebook. In less than a week, there were more than 60,000 Facebook likes and samples out the door. Users came in droves out of curiosity (and the promise of a freebie) and stayed out of budding loyalty. As the social + digital media AOR for this new and growing brand, we’ve unveiled a series of well-calculated stunts. We’ve ushered new flavors and products like MiO Energy into the mix. Keep an eye on MiO; the fun has only just begun.