Kraft shows energy strategy with Mio launch by Taxi

Mio Energy is one of the most eagerly-awaited of Kraft’s growing hand of new products, one designed to take on all-conquering Red Bull and, maybe, turn its new snacks company into a rival to snacks and beverage combo PepsiCo.

This is the launch campaign from Taxi New York, treading on Star Wars territory like so many current campaigns but some with rather more elan. Showing people, or ‘things,’ sprinkling an energy additive into people’s drinks without scaring everybody is not the easiest creative task.

Wisely Taxi (which joined the WPP fold last year) has enlisted animation wizards Psyop. Psyop shot high resolution stills which were then projected onto 3D geometry, creating a virtual set into which the 3D characters were later composited. Taxi’s copywriter was Tim Wassler and the art director Phillip Cho. Pysop creative directors were Eben Mears and Jon Saunders.

Kraft is in the process of dividing itself up into two companies, foods and snacks with the former being run by current food division boss Tony Vernon and snacks in the hands of formidable CEO Irene Rosenfeld. Both sides appear committed to using sparky creative agencies to provide more cutting edge advertising (Vernon recently remarked that the problem for many mature brands had been ‘tired marketers’).

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.