MiO Energy
The Challenge
To disrupt a saturated market dominated by "Big Energy," MiO needed to win over Gen Z. Instead of competing on hype, we weaponized the industry’s biggest flaw: the caffeine crash, leveraging the insight that 55% of consumers suffer from post-energy drink jitters.
The Big Idea
Energy Drink Insurance. We launched a cheeky, reactive campaign allowing users to claim "damages" for their terrible experiences with rival brands.
Partnering with TikTok creator Jack Innanen during high-stress exam season, we invited students to submit user-generated "claims" roasting the competition—effectively positioning MiO as the ultimate crash-free alternative.
The Results
14M Social Engagements
70M Earned Media Impressions
+23% Increase in Sales
Shorty Awards: Finalist in Food & Beverage
Shorty Awards: Gold Honor in Brand Awareness Campaign
Shorty Awards: Silver Honor in User-Generated Content, Humor
The One Show: Merit Award
Marketing Awards: Merit Brand Marketing
The Kitchen North America: Tom Evans (Head), Simon Au (ECD), Kathleen Bokar (Head of Strategy), Damon Crate (Creative Director), Loraya Hrynkiw (Copywriter), Amber Osmond (Art Director), Branson Schell (Motion Designer), Crystal Huang (Designer), Gabriel Bortolotto, Fiona Lam, Engels Perez, Deanne Wint (Content Creators), Julie Benevides (Head of Production & Operations), Jan Parma (Executive Producer), Mitchell Cappe (Production Consultant), Karin Carlisle (Head of Accounts), Annie-Rose Mears (Group Account Director), Jennifer Feldman (Account Supervisor), Tanya Kashyap (Senior Strategist), Chantal Legge (Senior Social Strategist), Nicole Eum (Social Media Manager). Kraft Heinz: Jess Vultaggio (VP Brands & Creativity), Nina Patel (VP Brand Communications), Samantha Mills (Marketing Director), Adrian Villalpando (Brand Manager), Nicoline Hansen (Analyst), Jenna Thornton (Director External Communications & PR), Hannah Donohue (Senior Specialist), Julia Tsang (Senior Media Manager).
Selected Works
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