Kraft Canada Inc.

Kristi Murl - Director, Beverage
Leisha Roche - Director, Cold Beverage
chris Bell - VP, Grocery & Beverage

TAXI Canada Ltd. *Lead Agency

Jeff MacEachern - Executive Creative Director
Lance Martin - Executive Creative Director
Mike Blackmore - Assoc. Creative Director
Zach Klein - Digital Strategist
Mike Lee - Assoc. Creative Director
Ben Sharpe - Producer
Mike Shuman - Writer

Starcom MediaVest Group

MiO is a first-of-its-kind concentrated liquid water enhancer that entered the Canadian market in 2012. As a new product with a new format in a crowded and competitive space, MiO had a challenge. Not only did it have to capture the attention of the highly sought-after male-millennial target but it also had to make them care enough to start drinking MiO. What resulted was a campaign that was entertaining enough to build incredible brand health, effective enough to drive massive sales, and ownable enough to insulate the brand against a growing set of competitors.