During the spot “Swish,” we reintroduced our office-worker character from our first campaign and had him transform his water by adding MiO Sport. Then we transformed him into an elite athlete right before the viewers’ eyes. We then hid six secret videos inside the commercial for the viewer to find. Each video featured our hero character playing one of his humorous sports personas and demonstrating how MiO is a game-changer in the sports drink category.

During the 30-second spot “Swish,” we reintroduced our office-worker character from our first campaign and had him change his water by adding MiO Sport. Then we changed him into an elite athlete right before the viewers’ eyes. We then hid six secret videos inside the commercial for the viewer to find. Each video featured our hero character playing one of his humorous sports personas and demonstrating how MiO is a game-changer in the sports drink category. With the hidden videos in play, we turned each view into three, allowing the viewer to spend a lot more time with the brand.

“Swish” garnered millions of views within days and the hidden videos allowed us to turn each of those views into three. As of October 2013, sales were up 111% compared to the prior year and over seven million bottles of MiO had been sold.

“Swish” resonated very strongly with the millennial male target, as brand recall was 18% higher than the category norm. And as of September 2013, brand awareness for MiO was at 88% - more than three times higher than the leading competitor.