The Ask
Support the launch of two new mio offerings—Strawberry Lemonade within the Hydrate subline and the all-new Unwind subline—by building awareness and excitement with both new and existing consumers. The objective was to create a unified toolkit that introduces both launches together, drives momentum at shelf and across channels, and ultimately incentivizes trial and purchase.
The Solution
We created a unified launch system that introduces both mio Hydrate Strawberry Lemonade and the new Unwind subline through a simple, emotionally resonant framework: replenish, relax, repeat. The creative clearly differentiates functional benefits while visually connecting the two offerings, guiding consumers through moments of energy and calm within a single, cohesive story. Bold color blocking, intuitive iconography, and modular executions across digital and in-store touchpoints work together to build awareness, drive trial, and position mio as a daily ritual that flexes with consumers’ needs.
The Deliverables
• Shelf Talks
• Circular
• Static Social
• Static Pinterest
• Static Banners
• Motion Assets
• Circular
• Static Social
• Static Pinterest
• Static Banners
• Motion Assets
Creative Director: Kristin Liguori, Jacqueline McCabe
Copywriter: Anna Hirsch
Art Director: Mackenzie Rollins
Copywriter: Anna Hirsch
Art Director: Mackenzie Rollins
