As Kraft’s most notable innovation in years, MiO Liquid Water Enhancer represents a lot to the blue chip conglomerate. It’s a first-mover product in a category that it invented, and it represents Kraft’s ever-growing foray into targeting the male millennial – a relatively new demographic to the traditionally mom-centric food company.
With MiO being only a couple of years old, Kraft was keen to invest heavily in building awareness, and who better to help with that than male-millennial hero Tracy Morgan. The result was this fun-loving, irreverent spot featuring cannon-ball cats and the outspoken Mr. Morgan talking about changing water for the better.
Agency: TAXI 2