Corporate Partnership - Case Study
Turning a category on its head requires keen consumer insights, a really new idea and a great set of partners to bring the creative energy necessary to insure success. Mio liquid enhancers had to have all of this and more to develop and commercialize a uniquely new product that has taken the marketplace by storm.
The category of powdered beverage mixes had pretty much flattened out. Variations on flavors and functionality was not really bringing a lot of new news, or consumers, to the category while competition was chipping away at marketshare. Something new needed to happen. While searching for new ideas, a packaging partner shared an alternate package that sparked a bigger idea - but one that was fraught with challenges. Prototypes designed by our packaging partners were shared with consumers, who quickly helped us understand what would and would not work, and why. We searched our network of suppliers and reached out for new solution providers to help complete the work for both the product and the package, finding solutions in unexpected places.
In the end, Mio was launched to rave reviews and significant business success, winning awards for design and winning consumers for ease, simplicity and great taste.