Kraft Canada’s Mio made a splash with off-the-wall TV and digital advertising when it launched in 2012. Now the “liquid water enhancer” brand wants to connect with millennials in person as title sponsor of North by Northeast, which takes place in Toronto June 13 to 22.
“Our previous campaigns worked really hard for us to boost awareness. So our awareness is high, but there’s a knowledge gap about what our product actually does and where people would find it in store,” said Joseph Mele, brand manager, Mio, Kraft Canada.
Mio has a number of events planned, including a Mio-branded streetcar that will serve as an official venue for bands, as well as the Mio House in event venue The Hoxton, which will host electronic dance music acts.
On June 19, the Mio POV app will let music fans appear on giant screens in real time at a concert at Yonge and Dundas Square. The app takes what people’s phones are capturing and broadcasts it to the big screens on stage. There will also be product sampling throughout the festival.
“Experiential marketing tactics like this are a great way for us to get right in the consumer’s world, in real life, and get the product in their hands… To really get that household penetration of millennials, they need to experience the brand and the product.”
Mele said North by Northeast (NXNE) was a great fit for the brand beyond the fact that a large component of the festival’s audience is millennials. “NXNE is a great celebration of all types of original artwork, film and music,” he said. “One of the brand equities we’re trying to build with Mio is a sense of originality… that you’re making your drink your way and to your own taste.”
