Jan. 22, 2013 /PRNewswire/ -- New
MiO Fit will change the world of sports drinks with its launch during Super Bowl XLVII. This game-changing, electrolyte-enhanced extension of
MiO liquid water enhancer will debut a new, 30-second commercial during the big game to tell Americans they have the power to turn their water into a zero-calorie personalized sports drink.
From the court to the field to the gym,
Fit gives you what you want after breaking a sweat – including electrolytes, B vitamins and zero calories – by changing water into a refreshing sports drink made to your ideal taste. The unique, portable bottle means you can always carry multiple servings of
Fit with you wherever you go.
"With countless millions watching the big game, we couldn't think of a better and more relevant way to introduce
, VP Refreshment Beverages for Kraft. "This new line of
introduces a world of change for sports drinks and we are so proud to debut it with our
Fit "Anthem" commercial during Super Bowl XLVII."
The comical spot features actor and comedian
who takes a humorous look at all the other things that we have changed in America, beyond just sports drinks. The advertisement was created by TAXI New York and directed by
Fit commercial will kick off an integrated marketing effort to introduce the new product to America. The campaign will include strong digital and social media, public relations, sampling, and consumer incentives starting the week before the game and extending through March. The brand will also engage social media fans in a conversation about "change" by asking what other changes they would like to see and why.
Fit is available in two great tasting flavors, Arctic Grape and Berry Blast, and sold in two bottle sizes: 18 or 12 servings per bottle (8 fl. oz. of water per serving). It is available in the beverage mix section of mass market and grocery stores nationwide. The 12 serving bottle can also be found in convenience stores nationwide.
To learn more about
liquid water enhancer, visit
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ABOUT KRAFT FOODS GROUPKraft Foods Group, Inc. (NASDAQ: KRFT) is
's fourth largest consumer packaged food and beverage company, with revenues of approximately
in 2011. Launched as a public and independent company on
Oct. 1, 2012
, the new Kraft has the spirit of a startup and the soul of a powerhouse. The company has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include
Kraft's 25,000 employees in the U.S. and
have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor's 500 index. For more information, visit