New MiO Fit: Change Your Water into a Personalized Sports Drink

Zero-Calorie Customizable Sports Drink to Make Super Bowl Debut with Ad Featuring Tracy Morgan

Category:

Tuesday, January 22, 2013 9:00 am EST

Dateline:

GLENVIEW, Ill.

Public Company Information:

NASDAQ:
KRFT

New MiO Fit will change the world of sports drinks with its launch during Super Bowl XLVII. This game-changing, electrolyte-enhanced extension of MiO liquid water enhancer will debut a new, 30-second commercial during the big game to tell Americans they have the power to turn their water into a zero-calorie personalized sports drink.

From the court to the field to the gym, MiO Fit gives you what you want after breaking a sweat – including electrolytes, B vitamins and zero calories – by changing water into a refreshing sports drink made to your ideal taste. The unique portable bottle means you can always carry multiple servings of MiO Fit with you wherever you go.

“With countless millions watching the big game, we couldn’t think of a better and more relevant way to introduceMiO Fit,” said Doug Weekes, VP Refreshment Beverages for Kraft. “This new line of MiO introduces a world of change for sports drinks and we are so proud to debut it with our MiO Fit “Anthem” commercial during Super Bowl XLVII.”

The comical spot features actor and comedian Tracy Morgan who takes a humorous look at all the other things that we’ve changed in America, beyond just sports drinks. The advertisement was created by TAXI New York and directed by Martin Grainger.

The MiO Fit commercial will kick off an integrated marketing effort to introduce the new product to America. The campaign will include strong digital and social media, PR, sampling, and consumer incentives starting the week before the game and extending through March. The brand will also engage social media fans in a conversation about “change” by asking what other changes they would like to see and why.

MiO Fit is available in two great tasting flavors, Artic Grape and Berry Blast, and sold in two bottle sizes: 18 or 12 servings per bottle (8 fl. oz. of water per serving). It is available in the beverage mix section of mass market and grocery stores nationwide. The 12-serving bottle can also be found in convenience stores nationwide.

To learn more about MiO Fit and MiO liquid water enhancer, visit www.makeitmio.com or follow on Facebook (www.facebook.com/mio) and Twitter (www.twitter.com/makeitmio).

ABOUT KRAFT FOODS GROUP

Kraft Foods Group, Inc. (NASDAQ: KRFT) is North America’s fourth largest consumer packaged food and beverage company, with revenues of approximately $19 billion in 2011. Launched as a public and independent company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse. The company has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include KraftMaxwell HouseOscar MayerPlanters and JELL-O. Kraft’s 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor’s 500 index. For more information, visit www.kraft.com and www.facebook.com/kraft.

 

Contact:

Kraft Foods Group, Inc.
Russell Dyer, 847-646-4538
news@kraftfoods.com
or
Jessica Frost, 202-835-7297
jessica.frost@ketchum.com

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