Kraft Heinz’s water enhancer brand Mio transforms reusable water bottles into ad space

mio, the largest player in the liquid concentrate category, is tapping into a fresh, untapped advertising space that aligns with gen-z's latest obsession: reusable water bottles.

With its new ‘Bottle Boards’ campaign, mio is turning reusable water bottles into ad space and paying consumers to advertise on their bottles through small attachable billboards - allowing them to make extra money while staying hydrated..

Just as IKEA tapped 'Sleepfluencers' to turn their home windows into ad space, mio is redefining how brands can connect with their audience by using everyday items important to their consumers like water bottles as billboards. This is the first time reusable water bottles are being leveraged in this way.

Tapping into Popular Behaviour: Gen-z has taken customisation to new levels, decking out their reusable water bottles with everything from personal fans to phone chargers - even charcuterie boards! Today, 69% of gen-z opts for reusable water bottles, with brands capitalising on this demand by offering trendy features, designs, colours, and customisation options to meet this demand. But no brand has ever paid consumers to deck out their water bottles...until now.

Gen-z, mio’s target consumer, embraces side hustles more than any other generation, with 55% taking on extra work. mio ‘Bottle Boards’ taps into this trend, providing new and exciting way for consumers to make money, extending the brand's commitment to targeting the gen-z audience and providing accessible and personalized wellness solutions to meet their evolving needs.

Adrian Villalpando, brand manager, mio: "mio is all about taking hydration and turning it into a personal, rewarding experience. With Bottle Boards, we’re tapping into a behaviour that’s already second nature for gen-z - customising their water bottles - and taking it one step further by offering them a way to make money from it. This campaign opens up a new space for advertising, giving mio and consumers a way to express creativity in a new and meaningful way.”

Brendan Scullion, creative director, Rethink: “We knew that if we were going to reach gen z, we had to meet them where they are – and that probably wasn’t going to be on some highway billboard. By turning people’s bottles into a full blown side hustle, we’re taking the message of mio’s benefits where it couldn’t really go otherwise – to lecture halls, and music festivals, and the treadmills at the gym.”

www.kraftheinz.com

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