Mizone’s voice was getting lost in the sports drink crowd. Colenso BBDO worked out what to do. It had launched in 2003 as a sports drink. It had a pretty good product promise “We’ve added four B vitamins, electrolytes, carbohydrates and antioxidant vitamin C to unlock energy in your body, provide faster hydration and keep you in your Zone.” It did pretty well. A lot has changed in a decade. Mizone is no longer one of few in its category. To add to the clutter, Mizone has always been called a sports water. It was competing in two races.

Mizone’s parent, Frucor, and agency Colenso BBDO, decided to be loud and proud about Mizone’s place in the market. It’s water plus benefits and that makes plain old water look totally out-dated. The new campaign, three radio spots and OOH, uses the tagline, More than water, an a tongue in cheek tone voice to add impact.

Andy McLeish, head of planning at Colenso explained, “Since Mizone launched and dominated the sports water market, there’s been a lot of change in sports related drinks. Mizone is quite a different offering to a lot of those sports drink products. We wanted to clearly position the brand as water plus benefits; a product you can drink all day to stay on top of your game.”

Creative credits:

Agency: Colenso BBDO Auckland

Creative Director: Steve Cochran

Art Director: Brett Colliver

Copywriter: Simon Vicars

Sound Design: Franklin Rd @ Shane Taipari