This week’s marketing roundup, enhanced water concentrate brand MiO takes aim at Gen Z consumers’ dissatisfaction with the “unwelcome side effects” of energy drinks while Rockstar and Monster target the music industry as prime areas to bring new customers to the brands.
MiO Launches Energy Drink Insurance Program
Kraft Heinz’s enhanced water concentrate brand MiO is going at the energy drink category with a playful Energy Drink Insurance and reimbursement campaign running through December 19.
Taking aim at a saturated energy category and its popularity with Gen Z consumers, the campaign asks participants to submit a claim highlighting their negative experiences with competitor energy brands that gave users “unwelcome side effects.”
MiO’s “insurance adjuster” will evaluate the claims based on the humorous entertainment value of the story as well as the amount of damage caused by the energy drink. Winners will be “awarded damages” of between $50 (for written entries) to $200 (for video entries) as well as a free MiO Energy concentration.
“MiO goes beyond enhancing water; it’s about adding benefits, like energy, that elevates hydration,” said Kraft Heinz director of brand communications Samantha Mills. “With our new Energy Drink Insurance, we’re proving that MiO can help prevent unwelcomed energy side effects with a more uplifting alternative to ensure you stay energized and hydrated throughout your day.”
First launched in 2011, the liquid concentrate brand began as a flavor enhancer but has added vitamins, caffeine, electrolytes and other functional ingredients to expand into multiple use occasions like Original, Vitamins, Sport, Energy.
Rockstar Eyes Latin Music With Puerto Rican Rapper Partnership
PepsiCo’s Rockstar Energy brand announced that it is extending its partnership with rapper and reggaeton star Myke Towers in a national campaign to find “the next big act on the Latin urban music scene.”
The winner of the competition will perform as the opening act for Towers at one the artist’s shows in 2024. Towers will act as head talent scout in the competition with Rockstar Energy offering an artist development fund to the winner.
“Music is built into the DNA of Rockstar Energy,” said Fabiola Torres, SVP and CMO Energy Portfolio and SVP Hispanic Business Unit in Beverages at PepsiCo. “It is with immense pride that we offer Latin urban artists, who have proven to be a transformative force in the music industry, the right energy to shine in any situation as they grow their career and help turn their dreams into reality.”
Monster Tags DJ Disco Lines For Up & Up College Music Tour
Looking towards the spring music calendar, Monster Energy announced that its Up & Up college tour will feature electronic dance music DJ Disco Lines as its headliner. The festival has executed 40 college festivals, 30 virtual shows and claims over 100 participating schools nationwide since its inception in 2016.
The music tour describes itself as the “Final Four of College Music Festivals” utilizing over 70 college student ambassador teams in a two-day campaign to pre-sell the most tickets using guerilla marketing and influencer campaigns. The winning schools become a stop on the tour.
The competition kicks off on February 20 with shows to be scheduled from March through May.