Kraft has entered the water enhancing market. The company has concocted a flavorful line of six twists*, which make a plain bottle of water more zesty. The user can add as much or as little enhancer as desired. Some have even been reported to use MiO straight (not recommended). The $3.99 uber cool tear drop shaped container holds enough flavor for about twenty-four water servings. The target market is the 20-39 year old demographic.
MiO is a zero calorie product, but it does contain artificial colors, sweeteners and preservatives**. Artificial is an ugly adjective. The Krafters would have been substantially better off if they gone natural. But it is what it is. Just look at these artificial and natural hearts.
The fact that the user has to have access to the product on a minute to minute basis makes the utility of MiO seemingly problematic. Say Vinny from Jersey Shore stops at a convenience store for a bottle of water... If he wants to MiO up, he has to have the stuff with him, say in his pocket or somewhere. Does Kraft expect folks to have MiO ready to go whenever they want to enhance their water drink? (As an aside, one wonders if Viagra is considered an enhancer?)
Easy, continuous product access is a definite issue. Maybe the Krafters should market MiO as a key chain. Everybody carries keys. If Vinny's keys were connected to his MiO, he would have ready access. The Jersey Shore star would be able to squirt the enhancer into his water bottle at the convenience store or anywhere else, for that matter. Aha! Mio catena chiave (My key chain). Just sayin...
A video is illustrative, http://www.youtube.com/watch?v=mGq_8uMJPzU
"MiO allows you to personalize your drink whenever you’d like – Just remember to flip it, tip it, sip it. Squeeze as much or as little of the MiO flavor of your choice into your water." http://superglamnews.com/?p=2039
The water enhancing market approaches $1B. $1B is a lot of Kincaid, but not enough to support the Afghanistan war effort for half of a week. Without doubt this kind of money attracts attention. Kraft, a company which has not put out a new food product since 1995 (what in Sam Hill has Kraft been doing?), is hopeful it will achieve success. While it is doubtful this product will be little more than a fad, it's fate lies in the ability of Kraft to sizzle market it. When you don't have much real value to sell, a marketer must push the sizzle, not the steak. Whether Kraft can carry this mission out remains to be seen...
E cosi va.
*Flavors are Strawberry Watermelon, Berry Pomegranate, Sweet Tea, Mango, Peach Tea and Fruit Punch.
**One curiosity is Kraft's failure to add caffeine to Mio. Caffeine is the RAGE. If JL Kraft could come back, the hukster (he began the company selling cheese off of a horse drawn carriage in 1903) would be surprised at the addition of MiO WITHOUT CAFFEINE to the product line. Harummff.